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in 2013 




a copy* $8 a 








announce tne appointment of 
Edward Petry & Co., Inc. 

as National Sales 


effective October 1st 



The growing use of 
data processors raises 
a threat. Here's the ef- 
fect on the buyer's job 

Page 29 

ABC TV launches 
'shortie' plugs 
on daytime shows 

Page 32 

Have admen lost 
control over 
radio/tv ratings? 

Page 34 

TvB backs major 
on research 

Page 42 

Transcontinent Stations 




^ ^ iEHr 

Leader in Quantity, Quality and Business Establishments Audience . . . Leader in news, 
and new ideas in Community Service: Latest Pulse & Hooper Total Rated Time Periods. 

Another Great Storer Station Represented by the Katz Agency, Inc. 

od 2 nd 1 

Just as important as one's 2nd shoe is 
Michigan's 2nd TV market . . . that rich 
industrial outstate area made up of 
populous cities . . . 3,000,000 potential 
customers . . . 684,200 TV homes (ARB 
March '60) . . . served exclusively by 
WJIM-TV for 10 years. 


. Represented by Bla 

JIM Radio by MASLA 




... and 30 years of KTRH 
programming has devel- 
oped a pattern of listener 
loyalty blanketing over 80 
counties, serving over 
1,087,100 radio households 
and extending over 60,000 
square miles. Compre- 
hensive news reporting, 
tasteful music, sports, farm 
information and variety 
give KTRH the popular bal- 
anced programming that 
benefits over four million 

50,000 WATTS - 740 KC 


E Vol. It. So. 40 • 3 OCTOBER I960 




Will computers replace timebuyers? 

29 The growing use of computers by ad agencies will one day free buyers 
from paperwork, upgrading their status. Here's what they can do 

ABC TV launches "shortie" plugs on day tv 

32 Once again ABC breaks with tradition, allows quarter-hour buyer two 
separate commercials shorter than a minute. Industry ponder- out<"me 

Ratings: Have admen lost control? 

34 Six media pros from client and agency shops outline ratings trends and 
usage at second media managers conference called by NBC Spot Sales 

Radio news expanding fast 

36 P art V> °f SPONSOB's series on "Radios Big New Burst of Creativity"* re- 
views high spots of radio's increasing importance in national, local news 

Rocks, posies aimed at station drummers 

38 Oklahoma City advertisers, agencies, and merchants sound off on local 
station salesmen's policies, personalities, practices, as well as pitches 

Reluctant radio client ups sales 

40 Raymond's of Boston breaks print-only habit, scores with 17 Sunday 
newscasts on WBZ plugging Monday sales: plunges into 52-week contract 

Agency uses fm in self-sell 

Off-beat commercials in a fable format, plus cultural programing is 
promoting advertising 

41 Off-beat commercials ui 

the Zakin Co."s formula for selling itse 

TvB backs top-level research competition 

42 For the first time, industry is soliciting the research ideas of acade- 
micians nationally in search for new insight into tv's effect on people 


58 Film-Scope 

24 49th and Madison 

64 News & Idea Wrap-Up 

6 Newsmaker of the Week 

64 Picture Wrap-Up 

82 Seller"* Viewpoint 

50 Sponsor Isks 

1 1 Sponsor Backstage 

60 Sponsor Hears 

19 Sponsor-Scope 

84 Sponsor Speaks 

4 7 Spot Buys 

84 Ten-Second Spots 

1 5 Timebuyers at Work 

80 Tv and Radio Newsmakers 

48 Tv Results 

57 Washington Week 


iriel, Circulation <■• 
r. Telephone MUrrey 

I 8-2772 Chicago Ofice. 612 N. Michigan Ave. Phone. Superior 7-9863. ■ irminghar* 3617 8th Ave. South Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunset 
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave.. Baltimore 11. Md 
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a 
year. Other Foreign countries SI I per year. Single copies 40c. Printed <n US. A Aooreu 
all correspondence to 40 E. 49th St.. N Y 17 N ' MUnay Hill 8-2772 Published weekly 
by SPONSOR Publications Inc 2nd class postage paid at Baltimore. Md 

©1960 Sp 




Not since the "Housewives 
Protective League" has any < 
person or one program dedi 
itself so completely to the , 

IS -iii/'i-J? AM 

''Van" Wagon in ^he. v^r^SW^r*^ ^ — 



Detroit area is a little pleasiire"^^,,^ 


the Mrs. of the house wouldn't bjj mmm ~~i 


without. And with good reason! 4 


Joe's got 'em coming and going. 



One day he's promoting the 
Joe Van "Step-Saver" contest 

and giving away expensive 


perfume like he's Madame 

' V 

Schaperelli . . . the next, he's got 


them chuckling over one of his 

. i 

neighbor's running battles with 

; '-/\. ■•■■■■■ • 

rf " 

the milk man. Folks just can't 


/ \ 


listen without being receptive. 
And that's when our Mr. Van 
puts the message across. 
Easily, one of Detroit's most 
accomplished salesmen . . . 
and the June Pulse . . . he's the 
No. 1 boy in the area. 




10 a.m. - 1:30 p.m. 

An RKO Genera/ Star/on 




50,000 Wafts • 800 KC 

Essex Broadcas»ers , Inc. 
_ . I 

RadORCP «-»— ■ u— — . .£J 


in Madison, Wis. 
you buy MORE 




listeners per home 


adults per home 


homes per week 

(cumulative 9 AM-6:30 PM) 

11 County 


Mar., 1960 

Jn Madison, Wis. where the 
city income per family is 
§8,345 and in the 1 1 county 
Pulse area of 117,800 radio 
homes, WKOW, 10,000 watts 
at 1070 Kc, delivers a power- 
ful selling sound to mature 
people who can buy. 

For detailed analysis 
call Headley-Reed. 




of the week 

Scarcely half a dozen "good" new shows are to be found 
among network fr's "giggle-fesC according to Art Durum, 
Fuller & Smith & Ross senior v.p. for radio /tv. His unit 
is undergoing a major realignment designed to unleash him 
for program development and attracting new clients to FSR's 
concept that quality, not cost-per-thousand, should come first. 

The newsmaker: Arthur E. Duram. with Fuller & Smith 
& Ross a decade, began as radio/tv director, rising to v. p. in '53, 
board of directors in '55, and in '57 became radio/tv senior v. p. 
Previously he was at CBS where he served as market research direc- 
tor and later national sales manager of the radio and tv networks 

Duram feels that a pitched battle is coming between agencies which 
program strictly on a cost-per-thousand basis and those that empha- 
size "interesting, stimulating"" pro- 
grams the viewers of which are ^flHfe 
"active" not "passive." "Cost-per- #^P 
thousand is important."' says Dur- 
am, "but it should not be an end 
in itself. You can get good cost- 
per-thousand with good program- 
ing, but for effective advertising 
the prime consideration has to be 
the viewers reaction to the show." 
Based on the mediocrity he sees in 
current programing, Duram ex- 
pects to find many network tv cli- 
ents susceptible to an agency pitch rt ur t)uram 
geared to a more qualitative approach. 

To provide Duram with the time to concentrate on programing 
and new business. FSR has shifted some of his other responsibilities 
elsewhere. Taking over the new post of radio/tv manager is Edward 
H. Mahoney. who served as broadcast v.p. with Cunningham & Walsh 
and before that at Benton & Bowles. As administrative head of the 
department. Mahonex reports to Duram. and he takes on complete 
responsibility for running the commercials division, with the excep- 
tion of production which will be administered b\ Peter Cardozo, v.p. 
and radio/tv copy creative director. 

B\ "good" programs, Duram does not mean culturally so. though 
the latter might meet his standards. He's talking about programs 
that reach the type of audience the client is after and hold that audi- 
ence's intense interest. Mass is important but all programs get mass, 
he maintains. The crucial question for Duram is "What's that viewer 
doing while he's watching?" 

Perry Mason, Dinah Shore, Omnibus, and Project 20 meet Duram's 
standards. Among the new shows, he expects The Lau and Mr. Jones. 
Route 66, and The Witness to make the grade. 



yrgg™ WHITE 

would have relished running station WPTR 

The sage of Emporia was one of the heroes who made communi- 
cations what it is today. He'd have relished running WPTR. 

Its informal, individualistic spirit, its up and go, its entire modus 
operendi would have suited him to a T. Like White, WPTR 
believes that the primary function of any media of communica- 
tions is to communicate. That's why (tho music is an integral 
part of our programming) news comes first. 

To cover the news WPTR receives reports from correspondents 
around the world. The amount of contributors is fantastic — 
almost a million! At the local level 5 mobile units work round 
the clock. When it's helpful there's even a helicopter available 
which broadcasts traffic and highway road conditions and covers 
other important events. The quality of this news is evident 48 
times a day. That's how often newscasts are scheduled. News 
in depth is on the hour. Commentary— at least 12 times a day. 
Editorials when necessary. 

When you couple this with a public service drive for every 
worthwhile cause that comes along, you've got responsible 
broadcasting at its very best. And from an advertising standpoint 
—responsive listenership second to none in this 2,000,000 plus 

Perhaps that's why local sponsors give it more advertising than 
the next three stations combined— and why it carries more total 
advertising than the next two put together. Represented nation- 
ally by Robert E. Eastman & Co. In New England— by Foster & 

tEOPLE J. A^%- 50,000 WATTS 

Duncan Mounsey, Exec. V.P. — A division of SCHINE ENTERPRISES. 

NSOR • 3 OCTOBER 1960 




All 117 programs sold on first presentation 
to WPIX, New York . . .WGN-TV, Chicago 
KTTV, Los Angeles... WMAL- TV, Wash- 
ington, D. C....WBRE-TV, Wilkes-Barre- 
Scranton . . .WALA-TV, Mobile. Many other 
stations in negotiation. Your MCA TV film 
representative can arrange the same 
profitable deal for you. Call him today! 

it|03l 598 Madiscn Avenue, New Yo[k 22 > New York 

tv filmS^cS PLaza 9-7500 and principal cities everywhere 

Produced by Latimer Productions with Revue Studios facilities 

LIMELIGHT ... the Fine Music design for 

discriminating KBUZ listeners . . . 

Attracts and holds early morning and late 

afternoon audiences who appreciate the finest and show their 

appreciation with sponsor results . . . 

KBUZ, best Fine Music buy in the booming-buying Southwest 

, . . where advertising is limited timewise, 

screened tastewise . . . 


3est Fine Radio Buy In The Boom i ng-Buy i ng Southwest 


< by Broadcast Time Sales 



Executive Vice President 

Bernard Piatt 

Elaine Couper Glenn 

Executive Editor 

John E. McMillin 

Managing Editor 

Alfred J. Jaffe 

Midwest Editor (Chicago) 

Swen Smart 
Film Editor 

Heyward Ehrlich 

Walter F. Scanlc 
Michael G. Silve 
Ruth Schlanger 

Art Editor 

Maury Kurtz 

ers* Service 

. Wiggins 

Sales Manager 

Arthur E. Breider 

Eastern Office 

Wlllard Dougherty 

The Gordon Broadcasting Company 

KQBY ... San Francisco — KSDO ... San Diego — KBUZ . . . Phoenix 

Herb Martin 
Midwest Manager 

Western Manager 

George Dietrich 


L. C. Windsor. Manager 
Virginia Markey 


S. T. Massimino, Assistant to Publisher 
Laura O. Paperman, Accounting Manager 
George Becker; Anne Marie Cooper; 
Michael Crocco; Syd Guttman; Willce 
Rich; Irene Sulzbach; Dorothy Tinker; 
Flora Tomadelli 


by Joe Csida 


Exhibitors stir up new anti-pay tv wave 

Meanwhile, back here in Hollywood the na- 
tion's motion picture exhibitors are sounding the 
call to arms again, loud and very clear. When 
Tom O'Neil's RKO General operation filed an 
application with the FCC last June, requesting 
permission to make a $10,000,000 three-year test 
of the Zenith Phonevision system in the Hartford- 
New Haven area on their uhf station WHCT- 
TV. the exhibitors hastened to rally their forces anew. 

Last week, out here in Los Angeles, the vanguard of these forces, 
in the form of the Theater Owners of America and the American 
Congress of Exhibitors, held their annual convention. High on the 
agenda was pay television. The disheartening (from the exhibitor 
viewpoint I admission leaked out that few exhibitors had responded 
to the efforts of the TOA to raise funds to wage an all-out campaign 
against pay tv. But now that the FCC has announced, in connec- 
tion with the O'Neil request, that the Commission will conduct a 
full inquiry into the pros and cons of pay television, the exhibitor 
leaders feel their members will realize the great urgency for an all- 
out battle. 

They are trying to raise better than a quarter of a million dollars, 
and in the meantime, they are hustling the public's signatures on an 
anti-pay tv petition via members' theaters. At the time of the con- 
vention they claimed to have about 15 million signatures. They're 
shooting for 30 million. The drive of course, is directed toward 
getting legislation introduced into the next session of Congress, out- 
lawing all forms of home pay television. 

Convention leaders stress threat of extinction 

The TOA leaders really pulled out all the stops at this get-together. 
Mitchell Wolfson, president of tv station WTVJ in Miami and the 
prosperous Wometco theater chain, told the pay tv panel at the meet- 
ing in flat terms that if pav tv became a reality it would mean the 
end of the nation's theaters. He said it would wipe out investments 
of over S2 billion, which exhibitors have in their theaters today, and 
would put 150.000 theater employees around the country out of work. 

It was Wolfson's further point that not onlv major forces in the 
television industry itself, and major motion picture producers and 
distributors were ganged up against the exhibitor in trying to bring 
pa\ tv into being, but that the nation's newspapers and magazines 
were on the pay tv side. Their angle, according to Wolfson, is 
simph that they would love to see the end of free tv so that those bil- 
lion dollar tv advertising budgets would then have to be spent sub- 
stantially in printed media. 

The TOA attornev. Marcus Cohen, told the group that he welcomed 
the upcoming FCC inquirv. He claimed that this would be the first 



PRO. r 1 1. Hi! 

John Joseph McSweeney 

■ There are some purists who resent 
any attempt to compare John Joseph 
McSweeney with George Bernard Shaw. 

■ At eight, John was a grocer's assis- 
tant; at 17 the assistant manager with a 
weekly salary of $28. Foresaking mate- 
rialism, JMcS resigned and took a $13 
cut by joining the NY Sales Department 
of the Chicago Tribune where after IVz 
years of dedicated service he was able 
to recover 10 of the original 13 dollars. 
Married at 20, he left the Trib and joined 
Paris and Peart as assistant media direc- 
tor, rising to Proctor and Gamble heights 
within a year at the Compton Agency. 
Then 5 years as a radio rep for John E. 
Pearson, and in 1948 -WMCA, where 
he is sales manager. ■ The comparison 
with GBS? The master once wrote, 
". . .The people who get on in this world 
are the people who get up and look for 
the circumstances they want, and, if they 
can't find them, make them ..." ■ And 
of course, they're both Irish. 

the Straus broadcasting group 




BUFFALO ■ Jack Masla & Co., in 



NEW B YORK AM Radio Sales 

Here's the prescription for 
sales success: advertise on 
WPAT. A balm to Greater New 
York, we're a positive tonic to 
the men who make and market 
America's leading drug products, 
cosmetics and toiletries. Listened 
to throughout 31 counties in New 
York, New Jersey, Pennsylvania 
and Connecticut where more than 
17,000,000 people live, work and 
buy in more than 5,000,000 radio 
homes, WPAT is heard and pre- 
ferred, among other places, in 
more of the Metropolitan area's 
6,000 independent retail pharma- 
cies than any other station. That's 
what we call point-of-purchase 
penetration in depth. And there's 
no doubt that it moves merchan- 
dise. Which probably explains 
why our drug product, cosmetic 
and toiletry advertising has in- 
creased 327% in the past three 
years, thanks to advertisers like 
these : Bell Mack Laboratories, A . 
Brioschi, Bristol-Myers, Colgate- 
Palmolive Company, Coty, Lever 
Brothers, Miles Laboratories, 
Pomatex, Prince Matchabelli, 
Schick, Shampion, Shulton, 
Squibb Pharmaceutical, Sterling 
Drug, Warner-Lambert Pharma- 
ceutical. All of them have adver- 
tised on WPAT ... the station 
with the look of success. 





Sponsor backstage 

time that the exhibitors would be able to ask the pay tv proponents 
specific questions, and to get answers under oath as to their exact 
programing plans. He pooh-poohed the oft-repeated general state- 
ment made by pay tvites to the effect that they would give the public 
top Broadway shows, brand new multi-million dollar motion picture 
releases, major sports events, etc. He said that the Hartford RKO- 
General-Phonevision application to the FCC ran almost 200 pages, 
and that only three pages dealt with programing at all. And that 
these three made only generalized promises. There is little doubt that 
when the FCC hearings begin, the exhibitors will make use of the 
odd programing deals Matty Fox had worked out in his Skiatron 
pay tv efforts with entrepeneurs and sports operators. 

A Boston exhibitor. Sumner Redstone, told the panel that thev 
should battle the argument that pay tv won't kill theaters any more 
than tv killed radio, radio killed records, etc. Pay tv and the the- 
aters will be offering precisely the same product to the public, he 
said, and the competition will be deadly. Redstone told the exhibi- 
tors that if they thought drive-in theater competition, with its "dol- 
lar-a-car" deal was rough, they would be horrified at what pay tele- 
vision's "dollar-a-home" would do to theater business. 

None of this exhibitor activity, however, seems to be slowing 
down the powerful men and groups who believe in the future of pav 
television. Word comes from Etobicoke (the Toronto suburb where 
the Paramount Telemeter division is in the sixth month of its coin- 
slot pay tv experiment), that 5.500 families in the area are now sub- 
scribers to the service. When the project started, the operators set a 
goal of 6,000 homes. There are no facts really available yet as to 
how much the subscribers are spending, what programs they're view- 
ing most, etc. The major portion of the Canadian programing, how- 
ever, has been current motion pictures. 

Teleprompter's plans in the pay tv field will get under way via a 
Community Antenna TV operation the firm runs in Liberal, Kansas, 
in the not too distant future. And even abroad the pay tv bug is 
biting. In England, a company called Relay Exchanges formed a 
separate wing to provide pay television services, if, as, and when 
the government okays pay tv. This is called Rentaslot Television. 

FCC hearings should shed new light 

You may recall that the FCC got its wrist slapped a couple of 
years ago when it indicated it would okay some pay tele testing. 
If I recall correctly it was Oren Harris, our Democratic friend from 
Arkansas, who led the Congressional contingent which chastised the 
Commission on that occasion. But last spring, you'll remember, the 
Commission set up some new rules under which pay testing might 
be conducted, which seemed to meet more favorable Congressional 
reaction. The upcoming hearings will no doubt shed more light on 
pay television activity than any other development in the 15 years 
that pay tv has been pushed by its proponents. 

My own feeling, as I've said in numerous previous pieces, is that 
in some form, sometime, sooner or later, pay television in the home 
as well as in theaters is inevitable and. indeed, desirable. I think it 
is vitally necessary that careful controls be set, that very intelligently 
devised ground rules be laid out. But in the final analysis the eco- 
nomics of pay tv. and the type of entertainment it will eventually 
bring into the average American home add up to its inevitability. ^ 


Lovable Huckelberry Hound, 
crowned "King of the Campus 
and Community," at Ohio State 

University's Homecoming, was a 
sweetheart of a promotion 
by WTVN-TV, the 
Taft Station in Columbus. 



It's typical of the unusual and 

appealing promotions that have 
made the nine Taft Stations so 
popular and well-known by more 
than 8 million people in Cincinnati, 

Birmingham, Lexington, Knoxville 

and Columbus. Dynamic Taft Station 

promotion builds larger, more 

receptive audiences for your 

goods or services. This is another 

reason why your advertising 

dollars earn more on Taft Stations. 

r~e». d i o 

fi«^ El d ESfc 



Take TAE 
and See 

TAE -Time is ABC -Time! 
Let Pittsburgh's hottest 
adjacencies carry the 
ball for you this season. 

wX AE 

m ".vB3 


at work 

Joe Hudack, broadcast media supervisor at Warick & Legler, New 
York, feels that "the basic consideration for media selection for 
most packaged goods is audience turnover — reaching as many new 
and different homes as possible within the designated budget. Even 
so-called 'domination of a single medium' does not necessarily mean 
that the broadest audience reach 
can be achieved unless schedules 
are constantly evaluated and im- 
proved. Therefore, when broadcast 
schedules have been established, 
especially in spot radio and televi- 
sion which allow more flexibility. 
we do not believe in 'standing pat' 
with the original buy. Constant 
examination of spot and network 
proposals can provide the oppor- 
tunity for working out various 
broadcast combinations which 
could result in attaining the desired audience turnover. Admittedly, a 
continuous policy of change and improvement throughout the year 
does create a heavier workload at the agency, but in many cases, hel ; s 
maintain maximum efficiency. Another important factor is the coop- 
eration of the broadcast sales reps' presentation of competitive pro- 
posals. We are always eager to evaluate what they have to offer." 

Doug Humm of Charles W. Hoyt, New York, is of the opinion that 
"knowledge of the client's product and its distribution patterns is a 
must for the timebuyer. Attendance at client-agency meetings is a 
great help in educating him along these lines. Once he has a firm 
grounding in the product's values and its channels of distribution, 
he's in a position to act effectively. 
^^^j^^^ He may learn that for a given cli- 

jpP ^V ent the initial emphasis should fe 

'm on selling the distributor, whole- 

I saler, and retailer. After all if the 

goods have not yet found their way 
V to an ample number of dealers' 

T^ ' shelves, it isn't enough to corn- 

ea, i municate with the consumer. And, 

^fl|0^|k 4jm ^Hk^^ when the 

^5%/-%^^^ W^ ^H sells the consumer," continues 

2B* ^E- ^^kfi&^l Doug, "there are differences in ap- 

proach. Ratings don't necessarily 
play as important a role in your strategy, and merchandising support 
takes on more significance. In other words, it's always important to 
bear in mind audience selectivity as well as quantity. And remember, 
knowledge of product means a lot more than what the package looks 
like. Most effective timebuying is that which keeps marketing in mind." 



Take TAE 
and See . . . 

how top TV pro's 
help good selling 
messages sell better 

WTAE department heads average 
fifteen years of experience in broad- 
casting. Engineering and directorial 
personnel average eight years in TV. 
These professionals provide the deft, 
sure performance and bright pro- 
gramming that is a WTAE trademark. 


The tri-state's best known performers 
give extra personal sell to every mes- 
sage they deliver. Among them are 
the first news and sports broadcasting 
team ever seen on Pittsburgh TV and 
the first women's affairs director. In 
total, there are eleven on-the-air per- 
formers who average more than nine 
years TV experience. Take TAE and 
see how they sell for you. 


wTae or zutn uentury-Fox s ' 

ith many '57's and '58s, featuring 

rlon Brando, Anthony Quinn Burt Lancaster, Dorothy McGuire, Cary Grant, Ann Sheridan Edward G. Robinson, Susan Hayward 


12 I Academy Awards and Nominations in NTA's 

nost memorable reature rums 

Today's Top Film and TV Stars 

1 61 for 61 package 

Now... comes the first major package of Post-'48 feature films for 
television. Produced by that master studio, 20th Century-Fox, many 
of these dynamite-laden feature films are pre '57's and '58's. And 
they feature today's stars today! Many players in them are top tele- 
vision stars today, as well as big current motion picture draws. 

In NTA's "61 for '61" Package, too, are winners of 42 Academy Awards 
and Nominations. Produced at a cost of $75,000,000, they are superior 
to most network "specials" — in star value, in property value and in 
attraction value. And they also include a few all-time classics, such as 
"Berkeley Square." 

Some of the biggest box office grossers of all times, they're sure to 
win big audiences and big ratings, as they reach television screens 
throughout the nation. Safeguard your market- protect the prestige 
of your station -by making plans to obtain them for your city today. 
Get in touch with your nearest NTA Sales Office-this moment even 
-or with 

E. Jonny Graff, V. P. in Charge of Sales, Eastern Div., 

10 Columbus Circle • JUdson 2-7300 

Berne Tabakin, V. P. in Charge of Sales, Western Div., 

9570 Wilshire Blvd., Beverly Hills, Calif. • CRestview 4-0411 


10 Columbus Circle, 
New York 19, N.Y. 
JUdson 2-7300 

FLASH; Here are the stations that already own this package, Today! 
Albuquerque, KOB; Cincinnati, WLW-T; Fort Smith (Ark.), KFSA; Hart- 
ford, WHNB; Kalamazoo, WKZO; Knoxville, WATE-TV; Las Vegas, KLRJ; 
Miami, WCKT; New York, WNTA-TV; Omaha, WOW; Philadelphia, WRCV-TV; 
Phoenix, KPHO; Providence, WJAR-TV; Rock Island, WHBF; Salt Lake 
City, KTUV; Spartanburg (S. Car). WSPA; Springfield (Mass.), WHYN-TV; 

This year more than ever 

New York audiences are watching 
network quality entertainment 
every night on WPIX-11, 
the prestige independent. 
Advertisers are selling with 
minute commercials in this 
"network atmosphere" 
during prime evening hours! 
No other station provides this 
kind of selling opportunity 
in New York - Prime Time Minutes 
in so many good looking programs. 

the prestige 
independent with 
programming ! 






























where are 




Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


3 OCTOBER I960 Three tv perennials from the food field have likewise turned to spot radio for 

copyright i960 sizable runs this fall. 

sponsor The trio: Skippy Peanut Butter (Guild, Bascomb & Bonfigli), Nabisco (McCann-Erick- 

publications inc. son) and Maypo Maltex (Fletcher Richards). All are using minute announcements. 

SSC&B, says it bills $65 million, underwent last week the first upper echelon 
realignment the agency's had since Brown Bolte came in as president. 

The motive for the shuffle as put out by the agency: get a wider spread of people respon- 
sible for running the agency and the account. 

Effected by the changes: 

Raymond F. Sullivan: moves from chairman of the board to chairman of the execu- 
tive committee. Brown Bolte: switched from president to vice chairman of the board. Al- 
fred Seaman: from executive v.p. and creative director to president. S. Heagan Vayles: 
from vice chairman to chairman of the board. Seaman came from Compton where he was 
also creative director. 

Broadcasters are genuinely worried lest the FCC separate and reassign stations 
to drop in extra licensees. 

Such a situation would undoubtedly be followed immediately by a demand for reduced 
station rates on the basis of lesser coverage. 

And added competition between stations could lead to wilder discounting and finally, a 
complete mockery of the rate card system. 

Such a broadcaster's loss might be an advertiser's gain : the more sellers in the business, 
the more the market might favor hard-hitting buyers. 

This is not idle talk: Commissioner Ford has labelled separation one of the first 
orders of business for the FCC this year. 

ARB will drop the decimals from its local rating reports this fall. 

Reason behind the move is to remind subscribers that ratings are subject to statistical 
errors. There's no real difference, for example, between an 18.1 and an 18.4. When deci- 
mals first came into broadcasting, the motive for introducing them was to urge people to 
believe the figures were really as accurate as they seemed. 

The new ARB policy of whole numbers probably won't have any impact on 
the radio research services, where there's still a big difference, say, between 1.5 and 2.4 
— scores that would both show up as 2 under a no-decimals system. 


National spot tv ran 9.7% ahead of the like year period of 1959. 

The 1960 second quarter gross billings as reported by TvB via Rorabaugh: $160,644$,- 

An index to the heightening of the battle for nighttime audiences among tv net- 
works: they're spending a lot more than ever for program spotlight ads in the 

This may serve as something of a barometer: SPONSOR-SCOPE learned from the New 
York Times that the billings from this source so far are 10-15% over the fall level of 1959. 



SPONSOR-SCOPE continued 

Automotive tv spending will top $75 million in 1960, says TvB. 

That's more than 25 per cent ahead of last year's national and regional figure, while of 
the 1960 dollars more than forty cents is going into compact car advertising. 

In the first six months of 1959 and 1960 spot hillings rose from $4.8 million to $9:6 
million, while network billings ascended from $19.2 million to $22.3 million. 

The four biggest spenders were: GM, $10.5 million; Ford, $8.4 million; Chrysler, 
$6.5 million, and American Motors, $2.0 million. 

Fm radio will be standard equipment on more and more new cars. 

Capitalizing on the trend, the current Harper's magazine has a selective list of 44 fm 
music stations; drivers are urged to keep it in their cars. 

Good news for fm, meanwhile, is in Chrysler's order for a five-minute daily 
news strip on 27 fm stations, including the QXR network. 

Yet another encouraging note in the New York Daily News' interest : it purchased 
a piece of WNCN, part of the Concert Network. (The News' tv outlet is WPIX.) 

Making itself increasingly evident to marketingmen are the advantages of spot 
media as tools for quick action once a marketing problem has been recognized. 

It is this superior flexibility that makes it possible for an advertiser to plug up the com- 
petitive weak spots within two weeks after the issuance of a Nielsen Grocery Index. 

As one media director put it: the packaged goods field actually lives on an every 
other month basis (the Nielsen GI calendar), making media buying by necessity more and 
more of a hand-to-mouth process. 

NBC Radio shows a quarter in the black for the first time in a decade. 

Its third quarter of 1960 — the first quarter of fiscal 1961 — reportedly had a total of $1.2 
million in sales, largely due to L&M, Chesterfield, American Motors, and Curtis Publi- 

A lot of admen are rediscovering that the best things in life are free. 

Take the ADA's pronouncement on Crest, which still has some people scratching their 

Crest zoomed ahead 60 per cent in sales in the first 30 days afterwards, but 
the boom fell most heavily on P&G's other brand, Gleem, which suffered a 13 per cent 
loss. (The other heavy losers were Pepsodent, Ipana, Stripe, and Colgate, in that order, 
which dropped between six and three per cent each.) 

The toothpaste turmoil recalls the reaction of the tobacco industry to endorsements by 
consumer magazines on filters. 

Agency-controlled tests, some admen are muttering, never carry to the public the 
authenticity of bona fide free and independent endorsements. 

Here's a wide open opportunity for air media: inducing the frozen foods in- 
dustry to come in on a broad campaign which would (1) tell the part that these 
vittles play in today's way of living and (2) promote the industry as a stable, pro- 
gressive force. 

Frozen foods, marketingmen say, are going through a new phase of their manu- 
facturing and marketing evolution and their place in the consumer habit pattern. Their 
use in meal planning and preparation are in need of clearer understanding. 



SPONSOR-SCOPE continued 

International Harvester will make its bid for the small truck market early in 
1961 when it introduces a compact version of the Travelall (Y&R). 

The new product will launch a counterattack against the gains made by Volkswagen trucks 
and will use general consumer ads, not just farm media. 

Sponsors of tv programs with provocative public informational contents can, 
in a way, take heart from the Nielsen measured tune-in of the first of the Kennedy- 
Nixon debates. 

The viewer returns by the time SPONSOR-SCOPE went to press were only in from the 
New York metro area but the figures sufficed to show that if you give them something in the 
service sector of real moments and excitement the medium can lease them to their 
sets in hordes. 

What the Nielsen 17-county count disclosed: (1) a cumulative rating for the net- 
works of 62.2, or 2,581,000 homes; (2) a share of 75%, as against 25% for the other four 
stations in the market; (3) the average check was poised on the debate 85% of the full hour; 
(4) the sets-in-use jumped to 72% as compared to 52% for the week before. 

Chicago agencies NL&B, T-L, and Burnett have IBM machines working to fig- 
ure out just what those complicated tv station rate cards really mean. 

So many apparent discrepancies between estimated costs and the actual billings 

have come up that the reps have washed their hands of the whole matter, turning rate cards 
over to buyers and saying, "You figure it out." (See Automation story on page 29.) 

Before bringing up its new program formula for approval at a meeting with af- 
filiates in New York last week, CBS Radio demonstrated its own system for alerting 
network stations to news flashes, on-the-spot coverage and national emergency an- 

The name of the CBS signaling system : NetAlert. 

As described to the affiliates, NetAlert provides six different alert systems, each composed 
of from one to six virtually inaudible pulses of less than one-thirtieth of a second duration and 
they are transmitted at a fraction of the normal program sound level. 

Significant note by the network's president, Arthur Hull Hayes: NetAlert opens the 
door to eventual automation of certain phases of station operation. NBC Radio in- 
troduced a similar device in November 1956, called the Hotline. 

Shades of the early 1950s: agency executives are getting out on the road to see 
what they can do about clearing time for their network shows. 

What obviously has brought this about is heightening competition between ABC TV 
and NBC TV for clearances in two-station markets particularly and a tendency among 
more and more stations to hold out evening period for syndicated or local service 

To make sure his client got the markets he needed (in fringe time) one agency media 
director has just completed a tour of 24 markets, with the result that his Sunday 
night show will have a potential reach of 91% of all U.S. homes. 

Early morning station clearances for network programs are now a lot easier 
to get than they used to be. 

Massey-Ferguson's Today on the Farm (NL&B) started 1 October on NBC TV Satur- 
days at 7 a.m. with 120 affiliates to start, but back when the daily Today show first began 
only 63 stations were on its original list. 

• 3 OCTOBER 1960 21 

SPONSOR-SCOPE continued 

Automotive spending in smaller radio markets is heading for its second straight 
annual record in 1960. 

The auto and truck advertisers will probably top last year's mark by 100%, says Key- 
stone's Sidney J. Wolf, recalling that 1959 auto spending also set a record of sorts. 

Small town sales now account for one-third of automotive buying, and note that 
merchandising cooperation between small radio stations and auto dealers usually 
isn't duplicated in the larger cities. 

There are 11 automotive brands, some of them on 52 week campaigns now using those 
1,112 Keystone stations. 

NBC TV scored a newsbeat on the two other networks in being the first to get 
its newsfilm cabled into Eastern European countries. 

UN appearances by Eisenhower and Khrushchev were cabled to the Eurovision network 
via NBC's cable link to the BBC. 

DX Sunray's focus on farm radio in its 16 states is coming of age. 

Next week its farm information show on 26 stations celebrates its 500th broadcast; agen- 
cv is Potts- Woodbury. 

Sperry and Hutchinson's S&H Green Stamps (SSC&B) won't mention its serv- 
ice or its clients in its local tv campaigns to promote retail trade. 

They've ordered half-hours for a film on all four Chicago stations promoting retail busi- 
ness but with nary a mention of their stamps or their 5,000 clients. 

Broadcast cooperation is paying off better than competition in Medford, Ore- 

Five radio stations and a tv outlet pooled forces for a two-hour simulcast to promote 
Medford's fall retail promotion, and for three days before all the stations were actually 
cross-plugging each other. 

The stations were: KBOY, KDOV, KMED, KWIN, KYJC, and KBES-TV. 

Similar to the Broadcast Media Association of Medford is a media association of 
Rockford, Illinois, which through Howard Monk Agency will spend $10,000 to interest 
Chicago agency people in the market, Illinois' second largest. 

Besides three radio and two tv stations, the Rockford group also includes two daily news- 

Tobacco advertisers are chain-smoking up more tv time than ever before. 

Their gross time billings for the first six months of 1960 were S59.0 million, compared 
to ^52.9 million for the same period in 1959, a "cording to TvB. 

Network is getting more of this than spot, but the percentage increase over last year shows 
that spot is swelling faster than network. 

The network figure rose from $37.9 million to S39.4 million— a $1.5 million increase- 
but the spot expenditure went from $14.9 million to $19.6 million for a bigger $4.7 million 

Here's how the tobacco companies ranked as tv spenders in the semi-annual 
1960 report: R. J. Reynolds. $10.4 million: Brown & Williamson, S9.1 million: 
P. Lorillard, $8.6 million; American Tobacco. S8.6 million: Philip Morris, $8.2 
million; Liggett & Myers, $6.8 million; Bayuk Cigars, $4.0 million, and Consoli- 
dated Cigar, $2.2 million. 

For other news coverage In this tasue, see Newsmaker of the Week, page 6; 
Spot Buys, page 47; News and Idea Wrap-Up, page 64; Washington Week, page 57; sponsor 
Hears, page 60; Tv and Radio Newsmakers, page 80; and Film-Scope, page 58. 




status symbol 
you have to 
lug around 

This one you can 
see anywhere 

Carrying an attache case 
won't make you a vice- 
president overnight. Putting 
advertising on KPRC-TV in 
Houston. Texas, won't do it 
either. But it will help you 
make sure your customers 
see your commercials in a 
clean, crackly environment with an inviting, colorful presentation. 
Use KPRC-TV in Houston. Commercials on KPRC-TV have a 
better chance of getting read, heard, seen, remembered and acted 
upon. Besides, they look good. And they cost less than you think. 
See your Edward Petry & Co. man. Use KPRC-TV. Channel 
2 in Houston for your next Houston sales campaign. KPRC-TV, 
NBC in Houston. Texas. 

Courtesy of Hammermill Paper Cc 




delivers 85% 

more radio homes 

than the No. 2 


The WSYR-Syracuse market em- 
braces 18 counties, and 1.6 mil- 
lion people with a $3 billion buying 

WSYR coverage 

equals that of die 

next two stations 


Top programming . . . top per- 
sonalities . . . top facilities make 
the difference. 

WSYR leads in public service and 
public response! 

•All figures NCS No. 2, weekly coverage 

The NBC Statio 
Covering the full Syraeu 


49th and 

Picking up the scent 

Your 19 September issue of sponsor 
requests information as to whether 
any other radio station has female 
account executives ("News & Idea 
Wrap-Up" I. I am sure that KOOO 
is an excellent operation but I know 
we at KSTT are not alone in having 
a female account executive. 

We have had one for approxi- 
mately three years, and before that 
she was employed by another radio 
station in this same market. So much 
for KOOO's claim to exclusivity. 

I am sure that your next issue will 
publish a long list of those other sta- 
tions having such personnel; just add 
ours to the list. I can also envision 
claims for the oldest in service, the 
oldest and/or the youngest, and pos- 
sibly the prettiest. When you get to 
the claims of sexiest, please send me 
a list of names, addresses, and phone 

Frederick Epstein 



Davenport, Iowa 


Congratulations on the piece on cake 
mixes. I think it was extremely well 
done, informative and very fair. 

Robert L. Foreman 
executive v.p. 

Credits & debits 

Thank you so much for the splendid 
Brylcreem-K&E articles. 

We are grateful for this kind of 
coverage because it exposes some of 
the top work we are doing for our 

D. C. Stewart 


Kenyon & Eckhardt, Inc. 

New York 

I read with interest your story "Ac- 
tion Tv Shoots Brvlcreem to Top" in 

the 19 September issue. The remark- 
able success of this fine product was 
certainly worth documenting and is 
undoubtedly largely due, as you in- 
dicate, to the part played by Kenyon 
& Eckhardt. 

However, let's give credit where 
credit is due. Brylcreem's successful 
introduction and its healthy initial 
sales rise were achieved while the ac- 
count was at Atherton & Currier. Inc. 
(now merged into Kastor, Hilton. 
Chesley, Clifford & Atherton, Inc.). 
The significant achievements of get- 
ting the brand off the ground uere 
superintended by Bill Atherton and 
J. Dennis Molnar. The now-classic 
jingle about how "a little dab'll do 
ya" was, I believe, originated by the 
very talented Jack Atherton. Most of 
the commercials built around this jin- 
gle were the work of Anne Netzer: I 
did a couple myself. 

While K&E rightfully should take 
bows for their excellent work it would 
only seem right to credit the initial 
market successes, and the basic theme 
and structure they are still using, to 
Atherton & Currier. 

W. L. Olesen 
product director 
Johnson & Johnson 
New Brunswick, N. J. 

Wanted: more on talent 

This is basically a subscription order, 
but I thought you might be interested 
to know that it is the direct result of 
an article that appeared in your 

The article I refer to is: "Wanted 
— New Company Spokesmen" which 
appearded in your issue of 15 August. 
As an announcer at WBRC-TV in 
Birmingham. I found the article 
thoroughly interesting and shared it 
with the rest of the announcing staff: 
it was read "hungrily" because there 
is a dearth of such information avail- 
able to "talent" in markets other than 
I Please turn to page IS) 



. wfmy-tv creates 
sales in the nation's 44th market 

This ancient Indian pottery is a product 
of someone's innate ability . . . creativity. 
Here in the Industrial Piedmont the one 
station with the proven ability to create 
sales is WFMY-TV. 

To sell the nation's 44th market* (44 coun- 
ties, 17 cities in all) ... where 2.3 million 
customers have $3.2 billion dollars to spend 
. . . call your H-R-P rep today. 

• Source: Television Magazine, 1960 Data Book 


! / 

%i % 

- .~ 





33 years of community service 

THE BEGINNING by J. Minton from the 



625 Madison Ave., N.Y. 22 • PLaza 1-3940 
230 N. Michigan Ave., Chicago 1 • FRanklin 2-6498 


A pioneer pioneers to get out of a 
rut. To explore. To open frontiers. 
To bring about new concepts. It's 
not the easiest calling. Everything 
must be learned the hard way. The 
risks are large and incessant. 

There were few broadcasting guide- 
posts when Storer started out 33 
years ago. What have we learned 
from it all? THIS: 

You first must make yourself a re- 
sponsible citizen and a good neigh- 
bor to the community as a whole. 

Only in this way can you build 
large, loyal audiences who will 
respond to your sales messages. 

In short, operating in the public 
interest is good for our business 
and for yours. 















Florence, daughter of the 
new Confederacy 

The confederacy is of industry and 
agriculture, the result a new and 
productive South. Florence, single-station 
market of 1,300,000 potential customers, 

is a unique heir of this dynamic union and a 
worthy target for television marketers. 


Florence, South Carolina 

Channel 8 • Maximum power • Maximum value I 
Represented nationally by CBS TV Spot Sales m 



PLANNING the floor space for Benton & Bowles' 

20 IBM machines: (I to r) John Boyd, Jr., 

manager of data processing; Carl Goodman, 

supervisor of tabulating dept.; 

Marvin Katzman, mgr. of tabulating dept. 



^ The growing use of mechanization by agencies may 
soon revolutionize the timebuyer's every-day function 

^ The removal of hordes of paperwork will not mean 
his replacement, but new status for him, business for spot 


ill the timebuyer become some- 
thing to throw a cover over at night 
and switch on in the morning? 

The question is in the air this week 
as a major agency takes an important 
step toward mechanizing its media 
department (and six others). Benton 
& Bowles in New York has turned 
over another 21 feet of floor space to 
the computers, and the machines will 
now occupy a 21x68-foot area that 

once housed clerical personnel. This 
is in marked contrast to the crowded 
corner of a few years ago. when B&B 
served as an IBM pilot project, and 
the layout has been designed to make 
room for further additions. 

When B&B knocked down another 
wall and moved in its twentieth ma- 
chine, and as other agencies followed 
its lead, the industry wondered aloud 
just what the inevitable changes 

would be — in other words, whose 
place would they take? 

After all, some theorized, with 
proper feeding and digestion the ma- 
chines are soon able to take over 
most of the jobs of cost-estimating, 
media selection, preparation of inser- 
tion orders, preparation of contracts, 
forwarding, inter-media balancing. In 
fact, exulted William Salkind. asso- 
ciate research director at Kenyon & 
Eckhart, last week, '"They can bring 
together all the information you need 
in minutes; books of stuff can be 
produced in a day. They are fasci- 
nating and fascinatingly useful to the 
advertising business. 

'The beast is such that if you join 
with it and learn to understand it, 
you can really ride high. Bui 


added, "it < an onlj case the buyer's 
job — not take it over — and should 
actuall) give him a more professional 

\\ bat consequences will the beast 
bave on the ad business? Industry 
opinion volunteered to sponsor runs 
on parallel tracks, all of which lead 
to a more professional handling of 
the details of the business: 

• Mechanization ( or, when system- 
atized, automation i will not think, 
but will leave the media buyer free to 
think while it handles a multitude of 

clerical details both before and after 
the buy. 

• Mechanization, by simplifying 
paperwork, will no doubt make spot 
more attractive to timebuyers who at 
present avoid the medium because 
of the many complications involved. 

• Mechanization may be the cure 
to some of the old ulcers of the busi- 
ness caused by its inability to shake 
off archaic practices, such as the bill- 
ing bugaboo. 

The how is explained by Young & 
Rubicam, Inc., which this spring com- 

, WW LP, Springfield: 
what mechanization 
accomplishes at the 
local station level 

"TO KEEP ABREAST of the continuous flow of 
forms, schedules and other material of prime importance 
to a television station," WWLP, Springfield, Mass., has 
installed a Remington Rand Univac machine. 

According to William L. Putnam, president and general 
manager, "The Univac's importance is not merely in hold- 
ing down personnel costs. Actually, it replaces only one 
employee in six, but the saving in work hours and the in- 
crease in operating efficiency is enormous." 

Putnam noted that the station log alone, which can take 
anywhere from three to four hours and occupy four or five 
people, can now be produced in a matter of minutes. Also, 
much of the billing that used to take the bookkeeping 
department two to three days can now be done in a couple 
of hours. WWLP is using the equipment for its traffic, 
billing, and payroll. "Speed plus the elimination of hu- 
man errors makes the use of the equipment well worth 
the rental fee," Putnam said. 

pleted installation of a Remington 
Rand Univac computing system in its 
New York offices. "Strangely enough, 
this mechanized mammoth . . . can 
do no more than add one and one, but 
it does it in a millionth of a second. 
In minutes, millions of one-plus-one 
additions come to complex answers in 
subtraction, multiplication, and divi- 
sion, as well as addition." Univac 
can read ("information fed into it by 
other units" l and write ("answers 
onto paper through a high-speed 
printer, onto punched tape or cards, 
or magnetic tape"). 

"It can do complex arithmetic. It 
compares data and checks itself for 
accuracy: makes yes or no choices 
among offered data. The other 16 
units in the system are also highly 
complex, but their simple purposes 
are to feed data into the computer, 
to store raw data in a variety of ways 
until it's needed again, and to record 
the completed information as it comes 
from the computer. 

"In one minute, Univac can do 
20,000 additions or subtractions. In 
one minute, its magnetic tape can 
absorb over 240,000 digits. In one 
minute, its magnetic drum can hold 
until wanted 1,050.000 alphabetical 
or numeric characters." 

To the timebuyer. mechanization 
means a revolutionizing of his job. 
Now, most of his time is spent on 
the least important duties connected 
with buying. Mechanization will free 
him from these drudgeries. 

"Univac can't think for the buyer, 
and is not here to replace him." said 
Richard Campman. manager of \ &R's 
media department. "Its important use 
will be to relieve the media depart- 
ment of the need to prepare insertion 
orders: it also will relieve it in the 
area of spot and newspaper estimates 
and preparation of spot and print 

"Eventually," he predicted, "we 
will be able to turn over to the buyer 
a selection sheet of facts and figures 
on what has been done previously 
in certain areas or markets. Ma- 
chines will save him a great deal of 
spadework. highlighting bargains and 
rate discounts, for one example." 

More specifically, Ki^Es William 
Salkind pointed out that "the com- 
puter can bring together all of the 
facts that apply to any media situ- 
ation. Then the people who have to 

3 OCTOBER 1960 

Any size agency can now use mechanization 

SIZE AND ABILITY to spend do not limit the firms that can now take advantage of mechaniza- 
tion. The above is an IBM 704 computer at the IBM Service Bureau in N. Y. Independent bureaus 
throughout the country rent machines and personnel by the hour for any types of computation 

munication between agencies and me- 
dia could be advanced to the stage of 
sending tape and cards instead of in- 

"For example," he said, "the sta- 
tion representative would offer the 
the agency a contract calling for a 
cost-for-time bill monthly, and all in- 
formation would be contained on a 
simple card or tape. The great sav- 
ing to the buyer, in terms of never 
having to spend so much time wading 
through past-performance paperwork, 
will change the very nature of the 

"The great saving to the stations 
would be in the fact that they'd get 
paid on time. The agencies, after all, 
want to pay as soon as a station's 
bill comes in, but challenges and pro- 
tests arise all the time because the 

make a decision can make it, not on 
a basis of experience or personal val- 
ues, but on the basis of fact. 

"Automation will make the media 
buyer more important in the sense 
that he will be able to concentrate on 
what to buy rather than serving as 
a human adding machine and ac- 

The major value to the media de- 
partment of the computer is that it 
can assemble and store tremendous 
amounts of information. It does this, 
in Salkind's words, "in a fantastical- 
ly short period of time. If the time- 
buyer has a schedule of hundreds of 
stations to compile," he continued, 
"all he need do is set for himself a 
method of buying, selecting the sta- 
tions, and the machine will bat it out 
for him. 

"Also, in inter-media balancing 
and selection, the computer can ac- 
tually set proportions in terms of 
goals, such as which will reach high 

, income people, which regional groups, 
and so forth." 

Mechanization should have its great- 
est effect on spot television and ra- 

jdio, among all the media. The spot 
media have long suffered from lack 

(of business from buyers who avoid 

,it, consciously or unconsciously, be- 
cause of the blizzard of paperwork 

Jboth before and after the buy. 

! This was hinted at Benton & 
Bowles, where the feeling would ap- 

Ipear current that mechanization may 

■ prove itself to the industry by com- 

ing up with the long-sought answer 
to one of the big problems in agency- 
media relations, and the one that 
most concerns spot salesmen, the bill- 
ing bugaboo. 

As William Vickery, B&B vice pres- 
ident for finance, and controller, 
noted, "The agencies are in favor of 
anything that will clarify and speed 
up the cycle from the time an order 
is placed to the time a payment is 
made. It's to their advantage and to 
the advantage of the media. We be- 
lieve that the computer may be the 
answer, on the simple theory that if 
you get something right the first 
time you don't have to go on han- 
dling and rehandling it. 

"sponsor's standard billing form, 
I might mention, goes a long way 
toward finding a suitable solution, 
but it cannot correct the original 
source of differences between agen- 
cies and the media. We think that 
the computers may soon prove that 
they can do just that." 

B&B's views on mechanization in 
its role as the eventual answer to the 
billing problem were summed up by 
the man closest to the agency's IBM 
set-up, John Boyd, Jr., manager of 
data processing: 

"The considerable variance be- 
tween what the agency has set as 
its liability to the station and what 
the station bills, caused by differences 
in cut-off periods and a general over- 
lapping of paperwork, could be even- 
tually ended by mechanization. Com- 

For the buyer: more 
professional status 

THE COMPUTERS can bring to- 
gether all the information a media 
buyer might need on every aspect of 
a market or a station in minutes, says 
William Salkind, associate research 
director at K&E. "Books of stuff can 
be produced in a day. The beast is 
such," he states, "that if you join with 
it and learn to understand it, you can 
really ride high. But it can only ease 
the buyer s job — not take it over — 
and should actually give him a more 
professional status." 


bill doesn'l equal t h«- agency's idea 
of its liability." 

Spokesmen For agencies that have I 
alread) installed computer equipment, 
or who send computing jobs out to ' 
private service bureaus, have pre- [< 
dieted that in the future, perhaps the 
bear future, the larger representa- 
tives will become mechanized and 
communication by punch-card will be- j 
come a generally accepted business 

For size and ability to spend do not 
limit the firm? that can now take 
advantage of the machines. Inde- j 
pendent service bureaus using IBM, 
Remington Rand, and other equip- 
ment are available to any size agency, I 
rep firm or station. They charge by 
the hour. 

"Actually, there's no reason for a 
small agency to install expensive 
equipment,'" stated William O'Brien, 
information manager of the IBM 
Service Bureau Corp., a wholly- j 
owned subsidiary of IBM. "In order I 
to get full utilization out of the com- I 
puters, they should be going at the I 
barest minimum 40 hours a week," I 
he explained. 

"A smaller agency can, however, 
bring its work to us, or to any one 
of the many independent service bu- j j 
reaus throughout the country. All 
the customer pays for is the time it 
takes us to do the job. He gets the i 
benefits of data processing from 
equipment he couldn't possibly install 
himself, and he gets it by the hour." 

Using one of these bureaus, the 
smaller agency can temporarily add 
to its staff the computers plus mathe- 
maticians, programers, engineers, I 
and method analysts. As IBM says, I 
they can handle "any kind of work I 
from the most complicated computa- ; 
tion to a simple accounting analysis." I 

Agency research departments would 
also be well advised to automate their 
work. According to K&E's Salkind, 
"In the research department we have j 
automated, and the processing of sur- l 
veys, for example, has become a rela- ! 
ii\«l\ simple affair." Computation I 
and analysis, he said, is done at a 
speed "inconceivable a few years 

Will what is inconceivable now be- 
■ ome facl in the near future? Will the I 
machine take over, not where the time- 1] 
buyer's job ends, but where it begins? 
i Please turn to page 62) 

ABC launches 'shortie' 
plugs on daytime video 

^ Whitehall, Block charter participants in tv plan for 
advertiser to divide one minute into two commercials 

^ Flexibility pleases agencies, but injury to programs 
feared; spot problem anticipated if fragments scattered 

\& redit ABC with another minor 
revolution in ways of selling daytime 
tv. This time it's separate commer- 
cials shorter than a minute. 

The fomenter of scattered minute* 
is off on a plan to allow advertisers 
who buy a quarter hour and run all 
three of their commercial minutes 
within that 15-minute period to di- 
vide one of them into two separate 
30's or a 40 and a 20. First takers: 
Whitehall and Block Drug. 

The other networks, with varying 
degrees of reluctance, allow "piggy- 
backs" — i.e. 30's back-to-back cover- 
ing two brands of the same adver- 
tiser, but this is probably the first 
instance of four separate commer- 

cials in a quarter hour, and the initial 
use of network 40's and 20's. ABC 
sees the new approach, which cur- 
rently is sold only for the second 
quarter hour, as superior to piggy- 
backing from a programing stand- 
point because the fourth commercial 
is placed after the closing credits. 
This way the viewer encounters only 
three commercial "jerks" during the 
main body of the program, as ABC 
TV daytime sales v.p. Ed Bleier puts 

Though the new plan is not ex- 
pected to have as wide an appeal as 
scattered minutes, agency media 
officials feel it may fill the bill for 
advertisers with four or more non- 


OVER-COMMERCIALIZATION is what Fred Houwink (I), general manager, 
WMAL-TV, Washington, sees in the additional commercial break provided; 
NBC's daytime sales director James Hergen not only agrees with Houwink, 
but finds a definite threat to the spot business and anticipates station trou- 
ble for ABC as a result. Houwink and other station men are especially con- 
cerned over repercussions if ABC allows advertisers to scatter 'shorties' 


3 OCTOBER 1960 

competitive brands. The lower-budget 
brands, hard put to carry the cost 
of network minutes can now increase 
their reach and frequency via the 
newly available 20's, 30's and 40's. 
provided they can deliver their mes- 
sage in these shorter periods. 

Block Drug plans to string out its 
announcements this way: opening 
billboards; Polident (minute) ; pro- 
gram; Nytol (minute); program: 
Minipoo (30 seconds) ; closing cre- 
dits; Rem (30 seconds). Or the last 
two products will break down 40/20. 
Whitehall's variation on the theme 
calls for a 30-60-60 lineup with a 30- 
second hitchhike. 

Appreciative of the added flexi- 
bility, agencies nonetheless show con- 
cern that an increased number of an- 
nouncements can cut down the value 
of programs. "How many times can 
you break up a show?" was the rhe- 
torical query of one top agency 
media man. Said another, "The au- 
dience isn't timing individual com- 
mercials, but they surely notice the 
number of different ones and begin 
to think of dial switching when too 
many come along." He added that 
the fourth comercial comes so close 
to the chainbreak as possibly to 
create the impression the local sta- 
tion is triple-spotting. "That way, 
if you preserve the program by with- 
holding the final commercial until 
after the credits, you may be robbing 
Peter to pay Paul, shifting the onus 
to the local station." 

As for possible effects on spot busi- 
ness, stations and reps do not show 
a great deal of concern over the 
ABC plan as it now stands. "It is a 
further break away from the tradi- 
tional way of selling network, and 
does appear to be a move into the 
spot field," says one rep, "but so 
long as the shortened commercials 
are kept in the same quarter hour, it 
should present no real problem for 

The possibility that ABC might 
eventually allow scattering of the com- 
mercials shorter than a minute has 
occurred to many at the station end. 
"It's like pregnancy," is the vivid 
simile of Fred Houwink, general 
manager, of ABC Washington affili- 
ate, WMAL-TV. "Once these things 
get started they keep growing." Hou- 
wink is not worried about the health 


of spot business in a market the size 
of Washington, though he's not sure 
what effect ABC's plan might have on 
smaller markets. His main concern 
is the increased number of program 
interruptions, which he fears can 
make a "mess and shambles of the 
daytime audience." 

By far the severest critics of the 
ABC plan, both from a programing 
and spot business standpoint, are the 
other networks. NBC's daytime sales 
director James Hergen sees it as a 
further breaking up of network shows 
and therefore degrading. His net- 
work on "rare" occasions accepts 30's 
back-to-back for two related prod- 
ucts of the same advertiser, and is 
reluctant to do so, but considers 
separate shorter commercials as more 
disruptive to the programs. 

Hergen calls network sale of 40's, 
30's and 20's competition with spot 
advertising. He says his network is 
not currently considering separate 
commercials shorter than a minute, 
and anticipates ABC will have diffi- 
culties with its affiliates on the mat- 
ter. CBS. one of whose officials calls 
the ABC plan "stealing spots from 
local stations," likewise contemplates 
no move in this direction. 

Last month NBC did take steps to 
counter ABC's provisions for scat- 
tered minutes. Two Mondav-Fiidav 
shows, Dough-Re-Mi (10-10:30 a.m.), 
and Here's Hollywood (4:30-5 p.m.), 
and one Saturday morning show. 
Shari Lewis, are included in the new- 

For the weekday programs, adver- 
tisers can buy a quarter-hour and 
instead of placing all three commer- 
cial minutes therein, run one or two 
on his major day and the remainder 
on any other day within a two-week 
period. The shows are not inter- 
changeable for commercial purposes. 
The Saturday morning program is 
available for one minute each on 
three consecutive weeks. 

"The vast majority of our adver- 
tisers don't have a need to spread 
out their commercials." points out 
Hergon. "They're interested in reach, 
but want frequency and prefer own- 
ing a quarter-hour. However, there 
are exceptions, and we've instituted 
this new plan in hopes of bringing 
back some advertisers, for example 
Brillo. who were wooed away by the 


FOURTH COMMERCIAL follows closing 
credits, so there are only three 'jerks' in the 
actual program, an improvement over piggy- 
backing, says Ed Bleier, ABC daytime sales dir. 

chance to buy single minutes per day 
on ABC." 

CBS thus far has limited its day- 
time scatter allowance to a minute or 
30-second cross-plug for every quar- 
ter-hour purchased and no change 
is in work at this time, according to 
daytime sales director Joe Curl. The 
network does permit piggybacking. 
the feeling there being that this prac- 
tice produces no extra break. 

Outside of the rival networks there 

apparently is no substantial fear that 

{Please turn to page 52) 


SPOT ADVERTISERS won't shift to net- 
work because of this plan, notes Frank Kemp, 
Compton media v.p. If they want blanket 
national coverage they aren't in sp?'- 

Ratings: have admen lost control? 

^ >i\ media pro* representing agencies and a major advr-rti't-r outlinr trend* a- >»rll 
a* their hopes for rating service* and rating* at >BC Spot Sale* informal confe: 

Uisgruntlement that agencies and 
advertiser? don't have more of a say- 
so in the direction and development 
of ratings has been voiced by a group 
of media pros in New York. Their 
concern was shown in a typescript of 
NBC Spot Sales" second media man- 
agers' conference, an informal session 
designed to benefit and guide its sales 

Despite this and other stumbling 
blocks, the media executives see new 
and exciting movement in prospect 
for broadcast ratings and the rating 

Palmolive Co.; William E. Matthews, 
vice president and director of media 
relations at "l oung L Rubicam: Mar- 
vin Richfield, media director. Erwin. 
Wasey. RuthraufF k Ryan: Humboldt 
J. Greig. vice president and manager 
of station relations. C. J. LaRocbe & 
Co. : Leslie Towne. media director -of 
Smith-Greenland Co.. and Roger 
Bumstead. media director of the East- 
ern Division of MacManus. John & 
Adams, all New York City. 

They projected their views and 
facts for the following subject posed 

SECOND MEDIA MANAGERS' conference sponsored by NBC Spat 

Roger Bums+ead. MJ&A: Pete Matthews, Y&R; Marvin Bd H . Greig, Laftodbe; 

(standing) Edwin Jameson, NBC; (seated) £ Fmm K landing) H. C : 

(seated) R. S. Paige, Colgate-Palmolive; Leslie Towne, Smith-? 

- both of which frequently are 
thought to be static and rigid. 

The group enunciated the specific 
problems attendant to "rating mad- 
rid outlined some of the trends 
_ vhich will make for better 
and broader application of raw rat- 
ings as veil as those which wiU give 
dimension to the media involved. 

The six discussants: Richard S. 
Pake, media manager of the House- 
hold Products Division of Cohrate- 

bv discussion moderator Bill Fromm. 
new business and promotion ma n ager 
of NBC Spot Sales: "Rating Services 
and the Use of Ratings." Only a few 
of the group's attitudes can be sum- 
marized here inasmuch as the origi- 
nal typescript of the session covered 
94 pages. 

But several highlight comments 
seem to point up these trends: 

• Ratings are related directly — 
and onlv — to one factor: circulation. 

and buyers, j 
from the staii.-r of 
data than on < 
or raring analyses. 

• The furor abc 
and their small — — i kJ base is 
based on a lack of kncwfedpe. Prob- 
ability samples, the adman said, base 
been long estabBsbed as reliable 

• : . -::.-: :- s ..£ s:...r: i: 
' - - ' ■.- - - : ::-—:- 

:--: --•- .-- ./ l: l. -— i-- 
,:; --: : :■ :r_ 7i_r : = -; ._> :':; 
i ^.fr-:: t.: : : :i\:._ :-—;.; :. l~ 
»r-i-- :: _-•----::_ 

• The overnight or automated 
rating is on the rise, with agLi.ii> 
hz. : .: -: > — ■ _ :_ - • :;: i : :: - 

- . - -.— 


f. canoe altogether. Most media 
people travel the middle road of isms 
ratings in a qualified manner. 

• T 
agency and advertiser media execu- 
tives that they have "lost ooafroT 

-.-: ::.- • i: .- frrt-: : • ::.- 
--" — :•- --— :r.'T" :. i"'7:_ : :•_: ~z 

• The admen agreed that Ac 

rating services should piovi de circu- 
lation figures and dot information 
beyond this should be in the nature 
of special surveys or n e potts whack 
are requested and paid for 1 

S. ::.r : ::,, 
each of the 
box on the next page. The, 
articulate and evocative, 
explaining a coaple of d 



"They have to be 


i :.:-t:--.ej 1 >•: 

getting the answer to how many 
people did actually hear or view the 
advertising message." But the "real 
problem" goes beyond this, he says. 
"Clients and buyers want to know 
the audience — the attentive audience 
to an ad messasre." 

The word "attentive" in his phrase 
implies a buying analysis going far 
beyond a clear-cut 6.8 or 27.4 rating, 
because it ventures into the quality 
of the audience itself. "Ratings give 
you a size figure, not a judgment on 
what that size means," Paige says. 

And Pete Matthews of Y&R says, 
"Generally speaking, we do not have 
the kind of audience analysis we 
need." Roger Bumstead of MJ&A 
spoke out in favor of the broadcast 
industry initiating its own "Media 
{Please turn to page 53) 



V.p., mgr., station relations, C. J. 
LaRoche & Co. — "The print boys 
always have sold circulation while 
broadcast is trying to evaluate cir- 
culation. This places broadcast at 
a handicap." 

"We're getting rating services 
strictly as a competitive tool — one 
station against the other . . . Radio needs a different rat- 
ing method. To get that should be an industry job." 

"Today radio stations are paying more for surveys 
than they receive from network affiliations." 


Media mgr., Household Products 
Div., Colgate-Palmolive Co. — "The 
real problem is {getting) a work- 
able, agreed-upon definition of 
audience . . . and this is very tough 
to get. . . . The differences that 
arise between the rating services is 
how they define an audience." 
"Rating services give you entirely divergent answers 
for individual positions, but not on a broad average." 

"To an advertiser, the question is audience: the atten- 
tive audience to an ad message." 

V.P., dir., media relations, Young 
& Rubicam, Inc. — "A rating service 
should be used as a relative circu- 
lation measurement, not be con- 
sidered the answer to questions of 
advertising effectiveness, strength, 
or appropriateness for a product." 
"Every (research method) is 
questionable in some respect. . . ." 

"Agencies and advertisers have put themselves in a 
questionable position in alloiving private research organi- 
zations to determine the ways in which they receive in- 
formation l on I the scope and nature of circulation." 



Media dir., Smith-Greenland Co. — 
"We are probably better off having 
a small sample size. {If it were 
bigger), more people would feel 
that the ratings are even more 
valid and we'd have more slide rule 

"{No one in this) room thinks 
ratings are the one and only standard." 

"(Radio ratings are confused.) Radio stations them- 
selves are a great deal to blame by not getting together 
and contributing money towards a reasonable definition 
of a very rough thing to answer." 


Media dir., Erwin Wasey, Ruth- 
rauff & Ryan, Inc. — "The probabil- 
ity technique is fundamentally cor- 
rect and as accurate as a random 
sampling can be." 

"We applaud tv rating service 
competition but we prefer to use 
one service. I don't feel it neces- 
j sary to subscribe to all that are available." 

"Almost any timebuyer would prefer to buy by Pulse. 
I It gives him a higher level of station popularity. I suppose 
this is the way all of us buy radio today — not adjacencies 
t but popularity. It's like shooting craps." 



Media dir., Eastern Div., Mac- 
Manus, John & Adams, Inc. — "// 
the industry got together and 
started publishing a Media Records 
for local radio and tv, it might well 
be a valuable supporting tool for 
the buyer in arriving at his ulti- 
mate decision." 
"Both the use and the importance of 'overnight' ratings 
are on the rise. There's a much greater need for instan- 
taneous measurements with tv." 

"For agencies and advertisers to take charge of direct- 
ing how rating services run, we have to pay lion's share. , ." 

RADIO STATION INVESTMENTS in news staffs and equipment are striking evidence of radio's i 
units employed by a single station, WGH. Norfollc-Portsmouth-Newport News. Not shown, WGH's r 

panding news role. Above, the fleet of rr 
Jio-equipped 'Jet boat,' used for n 

Part V — Radio's Big New Burst of Creativity 


^ Grass-roots 'battle of ideas' gives many cities 
finer news coverage than newpapers ever provided 

^ Fast, accurate, in-depth reporting, huge investments 
in staff, equipment and facilities, spark radio's rise 


ith radio's "creative revolution" 
boiling up hundreds of new ideas 
for grass-roots programing, it is 

scarcel) surprising that radio"? oldest 
staple — news coverage — is also going 
through a period of exciting and 
dramatic expansion. 

Reports reaching SPONSOR in re- 
rent months indicate that radio sta- 
tions in manv markets have smashed 
through traditional concepts of news 
reporting and are providing greatly 
augmented news service that most 
newspapers never believed possible. 

\ feu weeks ago. when Hurricane 
Donna swept up the Atlantic coast. 
Jack Gould, radio tv critic of the 
New \ ork Times, took a full column 
to praise radio's superlative report- 
ing of the storm, and gave a partic- 
ular bouquet to WBT. Charlotte. 

But the tremendous increases in 
the scope, breadth, and depth of 
radio's news coverage are not limited 
to occasional "big stories" or to a 
handful of outstanding outlets. 

Hundreds of fiercely competing 
stations throughout the country are 
investing millions of dollars in staff, 
equipment, and facilities to gain news 
leadership in their own communities. 

3 OCTOBER 1960 

WGH, Norfolk -Portsmouth -New- 
port News, for example, maintains 11 
radio-equipped mobile units on duty 
24 hours to collect news of the Tide- 
water area (see picture, page 36), and 
careful checks of newspapers in the 
region show that WGH is consistently 
outscooping them on a majority of 
both national and local news items. 

WHDH, Boston, has its own 11- 
man news department as well as the 
full facilities of the Boston Herald- 

WBNS, Columbus, uses mobile 
units, a patrol plane, beeper phones, 
and other expensive equipment, and 
has five monitors tuned in on police, 
fire, sheriff, and highway patrol sys- 
tems around the clock. 

WAKY, Louisville, in addition to 
its own mobile facilities, has 10 radio 
units belonging to a private firm 
that cooperate in feeding in daily 
news tips. 

WOKY, Milwaukee, augments its 
own staff with 20 paid correspondents 
in six counties, plus 1,500 Voice of 
the News reporters who compete for 
weekly prizes for the best story 
turned in. 

In Omaha. WOW maintains 20 
reporter-writers plus 100 exclusive 
land paid) station correspondents. 

In Detroit, WXYZ has a special 
City Hall Reporter, a direct line to 
the state capital in Lansing, and doz- 
ens of other facilities. . . . 

The list could be multiplied indefi- 
nitely. But the moral is clear. Radio 
men, in their struggles to become the 
"first news source" in their own mar- 
kets, have thrown away the book and 
are striking out for new horizons. 

To take but one example of how a 
station increases news coverage to 
build community prestige, consider 
the case of WBBF, Rochester. 

Early this year, WBBF embarked 
<>n a policy of expanding its news de- 
partment and Rochester news service. 
Here are a few of the ways in which 
it has implemented this policy: 

1 ) Monthly presidential preference 
polls among local residences 

2 i Press conference programs with 
high city and county officials 

3 ) Expansion of ski reports and 
news for sports enthusiasts 

4) Station news chief sent to 
Washington to attend a White House 
press conference 

5) First radio broadcasts in his- 

tory of Rochester City Council meet- 

6) New mobile facilities for on- 
the-spot coverage 

7) Only Rochester station to send 
a reporter to the Democratic Conven- 
tion in Los Angeles 

8) Delayed re-broadcast of Gover- 
nor Rockefeller's tv appearance on 
Open End (no Rochester tv station 

carried a showing of this,). 

In addition, WBBF, which gets na- 
tional and international news from 
the Mutual line, has signed a new 
contract with Radio Press Interna- 
tional (see below) and is now insert- 
ing into its daily newscasts (with 
appropriate comments) items which 
it records from the Radio Moscow 
English program service. 

happenings such 
y increasing news 

as KLIF, 
ole. KLIF 

e-scene reports of 

its effect 


Dallas, gave to Texas tornado, characterize radio's r< 
n tracked path of the storm, gave constant, < 


THIS is the fifth in a series of SPONSOR articles dealing with 
the amazing, but little-known, "battle of ideas" at radio's grass- 
roots level that is fast making it America's most creative medium 

PART I [issue of 5 Sept.) detailed the reasons behind radio's 
new creative revolution, why it's happening and what it means 

PART II {issue of 12 Sept.) explained how stations, in fierce 
competitive fight, are creating many new public service features. 

PART HI (issue of 19 Sept.) gave examples of the new music and 
talk program formats which are emerging in radio's "battle of ideas" 

PART IV I issue of 26 Sept.) discussed editorializing, the vigorous 
treatment of local issues that is bringing new vitality to radio 

PART V I this issue) completes the series of Radio Creativity with 
a highspot review of dramatic developments in radio news coverage 


FARM NEWS gets special coverage 

— -y stations. Above, Frank Arney, WOW, 

many stations. Above, Frank Arney, WOW, 
Omaha, interviews a farmer for news items ; 

In general, the news pattern which 
is evolving at hundreds of stations is 
two-fold : 1 ) more frequent newscasts 
of accurate, authoritative national, 
and international news supplied by 
the networks or other prestige 
sources, and 2) greatly expanded I 
coverage of local news events. 

ABC, CBS, NBC, and Mutual are j 
now all furnishing their affiliates with 
news on the average of once or I 
more per hour. Radio Press Inter- j 
national, the largest of the indepen- 
dent services has 52 station subscrib- 
era to whom it supplies 180-200 in- 
ternational and national taped news j 
items per week. 

Westinghouse Broadcasting is 
bringing foreign and national news ! 
to its stations from its own Wash- 
ington and London News bureaus, 
with correspondents in various parts 
of the world (the London Bureau 
alone has a reportorial complement 
of 30 men). 

Such services, plus the tremendous- 
ly increased attention which stations 
are giving to local news, mean that 
Americans in Kokomo and Kankakee, 
Elgin, and El Paso are being better 
served and better informed about 
both world and community affairs 
than ever before in history. And 
radio is spearheading this news ex- 

As a matter of fact, sponsor be- 
(Please turn to page 52) 

Rocks, posies aimed 
at station drummers 

^ Oklahoma City advertisers, agencies, and merchants 
sound off on local station salesmanship and policies 

^ Admen pros and cons on presentations, personalities, 
practices, production, programs, are revealed in study 

^■ocal time salesmen are the butt of 
fairly sharp criticism and are the re- 
cipients of posies too, from adver- 
tisers, agencies, and merchants, in a 
survey of Oklahoma City admen. 

Here are some highlights of local 
advertiser beefs against station sales- 

• They don't provide enough spe- 
cific information regarding the suc- 
cess of our broadcast advertising 

• They don't have enough good 
sales ideas, and promotional gim- 

• They do not understand the busi- 
nesses to which they are trying to sell 

• They are not sufficiently sensi- 
tive to the personalities of the people 
to whom they are trying to sell. 

STUDY WAS conducted by Sherman P. Law- 
ton, author of 'Modern Broadcaster' due in fall 

A 61 -page summary of the study, 
titled "Posies & Rocks," has been 
published by Sherman P. Lawton, co- 
ordinator of broadcasting instruction, 
University of Oklahoma. 

Basically, "Posies & Rocks" is a 
summary of attitudes of agencies, ad- 
vertisers, and potential advertisers in 
Oklahoma City toward the salesmen 
of radio and tv stations who call on 
them to sell advertising. The report 
is composed mainly of advertiser- 
agency quotes on specific topics re- 
lating to station salesmanship. Pros 
and cons on station service, facilities, 
production, programs, results, pres- 
entations, are printed verbatim. 

Not all points in the study were 
critical. In the main advertisers and 
agencies made suggestions and of- 
fered their opinions and conceptions 
of how stations operate and what the 
salesman's job, influence and respon- 
sibility is and ought to be. 

Among local admen's attitudes to- 
ward station salesmen: 

Generally, advertisers understand 
that a salesman has little to do with 
service. "Remember we don't get the 
real service from the salesman ... he 
sells us, and then the account is 
turned over to someone else . . . the 
salesman is the front-line man but he 
does not always stand alone . . . his 
presentation has little to do with his 
sales success." 

It is interesting to note that atten- 
tion to commercials is expected of 
each station, but when special atten- 
tion is given, it is recognized as a 
good service. Whether from the 
salesman, the station writers, or the 
talent, it is appreciated. Advertisers 
also seemed flattered when given spe- 
cial attention from station managers. 



Station facilities which affect sales 
include studio and control room 
equipment, space, coverage, and re- 
ception. Production methods used 
by some stations affect some buyers 
unfavorably. For instance, one ad- 
vertiser said, "With all their scream- 
ing and shouting I wouldn't let them 
give me advertising free." Another 
said, "I quit because they advertised 
the station more than my business." 
By far the most common reason 
for discontinuing advertising on a 
station is, as might be expected, lack 
of satisfactory results. Of those who 
answered Lawton's query as to why 
they discontinued their radio or tv 
advertising, 73% said it was because 
of failure to get good results, rates or 
change in rates; 11% said it was be- 
cause of programing; 7% said that 
their advertising was for a specific 
promotional or seasonal period; 3% 
said it was because of reception; 2% 
said they were cutting back; 2% be- 
cause programs were changed under 
ithem; 2% because ratings slipped. 

Also mentioned were the intention 
[to increase newspaper advertising 
and unsuitable availabilities. 
j Specific comments regarding sales- 
men were made on such factors as 
cnowing when to call, knowing how 
ong to stay, respecting the compe 
ence of the buyer, avoiding the ap- 
)earance of pressure, gaining a repu 
ation for dependability, keeping re- 
ationships direct, keeping relation 
hips on a business basis, and avoid- 
ing personally irritating habits. 

Frequently mentioned by advertis- 
rs was the fact that most salesmen 
ome with nothing but a rate book, 
vailabilities, and sometimes a rating. 
To sell and resell the medium or the 
:ation is often a waste of time," 
oted one advertiser. "The salesman 
iay feel that he has made his case 
|nce, and that now all he needs to do 
keep in contact until a sale de- 
;lops." Yet, Lawton points out, ad- 
;rtisers are insistent that salesmen 
•e not adequately informed, and that 
ore complete presentations would 
i more effective. 

"Over and over again advertisers 
|ive the impression they would use 
dio and tv more if they had proof 
results," said Lawton. Many who 
e using the media have little evi- 
nce one way or another whether 
{Please turn to page 54) 

•ONSOR • 3 OCTOBER 1960 


Here are some random opinions and attitudes voiced by admen 
in the Lawton study. Advertisers, agencies were queried as to 
what they expected from salesmen in line of service, pitch, etc. 

The salesman is not selling advertising as such . . . he is selling 
the station . . . he is the symbol of the station's image. 

There isn't enough sufficient evidence as to the success of specific 
advertising campaigns . . . salesmen have surprisingly little knowl- 
edge of who is buying our products and how best to reach them 
. . . we rarely see data on audience composition. 

The greatest station service tends to go to the biggest advertisers. 
Salesmen call on us, but only once in a while. 

Suggested copy isn't important . . . creation of advertising is our 
specific function . . . still we would like more ideas and promotion 
gimmicks from salesmen. 

We'd surely use tv and radio more if we had proof of results. 
But most salesmen are lacking in convincing data. 

More complete presentations would be welcome . . . most of 
them just contain availabilities. 

How can he make good proposals, with creative ideas, if he 
doesn't know my business and its needs. 

Most salesmen don't make a specific application of their pitch to 
our particular type of business. 

The salesman's attitude should be one of confidence, real interest 
in making the sale, high interest in our problems as advertisers. 

We always look for neiv ideas . . . but, I guess if salesmen had 
ideas they'd be in merchandising instead of radio and tv. 

Salesmen are never creative . . . but we feel their job is only 
to keep relations with the station open. 

Success stories are not necessarily convincing to us . . . give 
us more audience data. 

We liked the salesman who brought along a tape of a commercial 
which had already been used, so we could hear hoiv it sounded. 

Paul She; 

added to their i 
vid Lirtkins, pres. 

3 strategy: radio. They are (I to r) : Charles Coyle, Raymond's department store ad mgr.; 
umpbell, Emery Haughey & Lutlcins ad agency. At far right is WBZ acct. e 

:. John Fitipatriclt 

Reluctant radio client ups sales 

^ Raymond's of Boston breaks print-only habit, notches 
20% hike with Sunday spots plugging Monday sales 

^ Cuts back newspaper lineage to allow for 52-week 
schedule of 17 Sunday newscasts; adds Saturday spots 

It wasn't eas\ . Overcoming inertia 
seldom is. It took a newspaper strike 
hack in 1957, when radio was hrought 
in on an "emergency"' basis, and a 
-uhM-quent series of isolated spot 
stabs for special sales, all reportedly 
sua essfol, before Raymond's depart- 

ment beads would hear of regular use 
of the medium. But when they did. 
the outcome was a 20 f 'c rise in sales. 
The breakthrough began in the fall 
of 1959 when Raymond's tried a 13- 
week series of 12 weather spots a 
week on WBZ to promote ski equip- 

ment. From the favorable results of 
this campaign. Raymond's gathered 
momentum in February of this year 
to launch a schedule of 17 Sunday 
newscasts on the station plugging 
Monda) sales events, along with its 
regular newspaper advertising. 

The departments involved experi- 
enced a 15-209? increase in volume 
over previous events supported by- 
newspapers only. And a large per- 
centage of customers told sales people 
the) heard about the store's sales 
events on radio. That was enough 
for the once radio-shy management, 
I Please turn to page 54) 



^ Off-beat commercials in fable format plus cultural fm programing is Zakin 
agency's unique formula for selling itself and promoting advertising's image 

1^1 ar\ a day has gone by in the past 
year when someone hasn't defended 
or berated the advertising profession 
in print, on the air, or from one 
speaker's platform or another. One 
small N.Y. agency, however, is doing 
its bit to promote advertising, and 
at the same time sell itself, through an 
unusual house-produced fm program 
called Montage. 

"There is no better way for an 
advertising agency to prove its abili- 
ties and intrinsic worth, and the worth 
of the profession, than to sell itself 
through its own skills," said Alvin 
Zakin. partner of the Zakin Co. 
Instead of putting forth "high-sound- 
ing general messages," the Zakin Co. 
presents advertising problems with 
j their solutions, in the unexpected 
form of fables, written and delivered, 
as Zakin put it, "with the creative 
touch that best illustrates an adver- 
tising agency's prime function: to 
make a strong selling point, and to 

make it memorable through origi- 

Montage brings to the air a well- 
rounded program of cultural selec- 
tions ranging from discussions of the 
arts and current events, to music, 
drama, recitation. For example, a lis- 
tener may hear within one hour (the 
program runs on WABC-FM from 
9-10 p.m. Thurs.) Moss Hart reading 
from "The Man Who Came to Din- 
ner," Elaine May and Mike Nichols 
doing improvisations to music, and 
Richard Dyer-Bennet singing folk 
songs. Another week he may hear the 
Oranim Zabar Israeli troupe, agency- 
man-turned-comic Bob Newhart, and 
a performance by Van Cliburn. And 
so on. 

Why fm? "Because the kind of 
programing we wanted to do would 
best be done through a medium which 
we believe has the narrowest focus on 
the audience with the broadcast point 
of view." said Ted Eisenberg. crea- 

tive director of the agency. The Zakin 
Co. started this program with a 
double intent: "Commercial statement 
of advertising in a positive way to 
help advertising and ourselves," he 
said. "We were looking for a way to 
present our ideas on advertising to 
the general public as well as to people 
in management in the N.Y. area," 
said Zakin. "Fm seemed to be the 

The program began last 21 April 
and will run for 52 weeks. There are 
no plans to repeat any of the shows, 
although recently a repeat was im- 
perative because the material for the 
scheduled show was in the home of 
producer Jim Duffv during hurricane 
Donna. "With $3,000 worth of re- 
corded material floating around h\> 
living room."" Duffy gave the go-ahead 
to repeat an old show. 

Montage is Duffy's first crack at 
producing a radio program. He i* 
a junior high school teacher "with 

Zakin's shows 

and advertising 

fables are 

flavored with 

unusual content 

Eli W attach and Geraldine 
Page (left) recording a 
discussion on method act- 
ing and the merits of ac- 
tor s studio, in a special 
Montage interview. Actor, 
Peter Turgeon (right) is 
narrating one of agency's 
advertising fables. There 
are 8 fables in the series. 

• 3 OCTOBER 1960 

a flair for creative production, an 
enormous record collection, and a 
Health of knowledge on fm," said 

The value of the program to the 
Zakin Co. hasn't been measured in 
terms of new business." Zakin told 
SPONSOR, but rather in "image." 
"You can't put a dollars-and-cents 
ticket on the prestige value of a ven- 
ture such as Montage," he said. 

On the first few programs, the 
Zakin Co. spoke about advertising in 
the L-eneral concept. "With all the 
bad feeling about advertising, what 
we would be accomplishing for our- 
selves, we would be accomplishing 
for all agencies and advertisers." said 
Zakin. Initial commercials told people 
that "it wouldn't matter what group 
or agency they selected as long as 
their selection was careful" . . . 
"There are 3,200 advertising agencies 
in Y Y„ and selection is free and 
open," etc. 

The fables were instituted last May. 
There is a series of 8 fables each with 
a little advertising moral. Here are 
some examples: 

• Don't hide vour rainbow under 

a bushel of cliches. You're different 
and special — and it might just be 
that the Zakin Co. people could show 
you how to make the most of it. 

• If you have a good product — 
make sure you tell people what it is. 
And if you haven't thought of a fresh, 
creative way to say it — that's where 
the Zakin advertising people just 
might be able to help you. 

• If you own a "better than" — 
make sure you tell people what it is. 
And if you're having difficulty find- 
ing a novel approach, the Zakin ad- 
vertising people might be able to 
come up with one for you. 

The fables are written bv Zakin's 
copy chief Jody Hart. Peter Turgeon, 
of Broadway's Thurber Carnival, is 
narrator. It is interesting to note 
that the Zakin Co. excludes its ad- 
dress and phone number after each 

Possible plans to syndicate Mon- 
tage are in the works, Zakin told 
sponsor. "We have received com- 
mendation from stations across the 
countrv and are scheduling some 
meetings with them to discuss the 
programing concept," he said. ^ 

PARTICIPATING IN a program planning conference for the Zakin Co.'s 'Montage' fm series are 
(I to r) Jody Hart, Zakin copy chief and creator of the advertising fables; Jim Srau, WABC-FM, 
who is station's liaison with Zakin; Roger Coleman, director of WABC-FM; Alvin Zakin, president 
of the agency; Mike Fabian, former 'Montage' producer, and Ted Eisenberg, Zakin's creative dir. 

TvB backs 

^ Committee of ace aca- 
demic brains in the country 
works to find new research 

^ $10,000 in awards will 
go to best plans related 
to tv and human behavior 

I he television industry is making 

I its first bold venture into the realm 

of theoretical research in the hope 

that practical application of the find- 

I ings will improve tv itself as well as 

all of advertising. 

The industry, with the Television 
Bureau of Advertising, is trying to 
penerate the mysteries of television's 
I effect on human behavior. The de- 
| vice: a national competition for new 
I ideas. The cost: $10,000 in cash 
1 prizes for 20 awards and a sponsor- 
estimated $10,000 additional for op- 
erating expenses. 

The governing committee and TvB 
I hope they'll find some new ideas 
which can give more dimension to 
television and therefore make it more 
meaningful to all elements of the in- 
i dustry as well as to viewers and ad- 

This week the official announce- 
ment of a nationwide "competition 
for exceptional plans in the field of 
television research" will go to several 
hundred colleges and universities, 
professional societies, academicians, 
and advertising men and women as 
the Television Bureau of Advertising 
casts a wide net for new thinking in 
communications research. 

The plan originated with TvB's I 
board about a year ago, and was im- I 
plemented with the formation of a I 
nucleus advisory group last spring j 
followed by a larger governing body 
this past summer. TvB, although it 
is financing the project, has relin- 
quished all administrative and man- 
agerial work to a governing body 
comprised of some of the most dis- 
tinguished and thought-provoking ed- 
ucators in the country. 

These educators are spearheading 
the drive to carrv word of the com- 


top-level research competition 

petition to any student, school teacher, 
researcher or practitioner — regardless 
of his or her field of specialty — in 
the search for people with new ideas 
which may lead to new intelligence 
on tv as a communications medium 
affecting human behavior. 

The cash prizes total some $10,000 
— $4,000 for the person submitting 
the best entry, $1,500 for the second, 
and $250 each for the most distinc- 
tive 18 additional plans. Members of 
the governing committee, however, 
think most entrants will look at the 
cash awards as peripheral benefits to 
the challenge of the problem and the 
prestige of being selected a "winner." 
The only full-time advertising men 
i on the committee are Dr. Milton Sher- 
' man, client service director at Mar- 
plan division of McCann-Erickson, 
who combines the theoretical ap- 
! proach of the educator and researcher 
I with the practical application of an 
I advertising and marketing specialist, 
! and TvB's research v.p., Dr. Leon 

In Sherman's opinion, the move 
represents "a coming of age in ad- 

vertising research" as well as a "get- 
ting together of campus and Lexing- 
ton Avenue." Each member of the 
governing committee, he adds, "is 
interested in the field of visual com- 
munications and is an expert in mass 
communications. Together they rep- 
resent the best brains in the country. 
The plan has definite breakthrough 
possibilities" for the entire television 
and communications industry. 

George Huntington, TvB vice pres- 
ident, agrees. The entire program for 
the competition was sparked by the 
simple fact that "90 % of the time we 
in advertising are answering immedi- 
ate problems. It's very hard to find 
time for the basic research which may 
or may not provide answers. 

"That's why," adds Huntington, 
"the committee is seeking ideas from 
the academicians and students. They 
have the time as well as the inclina- 
tion for research, and we think they'll 
be stimulated by this challenge for 
new ideas. 

"We think an appeal for these new 
plans or concepts to scientists and 
technicians — in what may be obscure 

fields — may possibly give us some 
new, startling and significant ap- 
proaches. Many of the great inven- 
tions were not developed by people 
in the specific field they came from. 

"Sampling techniques, for example, 
were developed originally by gam- 
blers and then by agriculturalists, not 
researchers as such. That's why we're 
asking cooperation of people in the 
physical sciences, not just in social 
sciences such as sociology and psy- 

The governing committee chairman 
is Professor Mark A. May of Yale 
University, who also is chairman of 
the U. S. Advisory Committee for 
Information. He points out that the 
competition is "unusual in several 
respects," one of the most important 
ones being that it is designed "for 
plans and research strategies, not for 
accomplished research." Another 
variant from the usual competition: 
"We appeal to the scientific commu- 
nity as a whole to lend its creative 
talent to the solution of the many 
problems offered by mass communi- 
cation in today's world." 


SOME OF THE BEST 'BRAINS' in academics join with agency toward scientists 

land TvB executives in drawing blueprint for this first competition of its hope their origins 

kind. Anyone may enter a plan, but special effort is being directed developments or 



id researchers in "off-beat" areas of special+y ! 
theories and research will lead to radically ne 
sight into television's effect on human behavic 

T\B"s announcement of the com- 
petition make? this generalization: 
"The ranse of problems for which 
es may be developed, and the 
range of types of research strategies 
*hich can be utilized, have been kept 
ver\ broad. An entrant may take 
virtually any problem which has to 
do with television and human be- 
havior and make use of any scien- 
tifically acceptable methodology in 
devising a strategy for attacking the 

Similar approaches have been 
evolved by TvB with the help of 
Pennsylvania State L. over the past 
two or three years. Norman «Pete» 
Cash. TvB president, notes that "This 
competition is a development of the 
basic research program we launched 
at that time." 

The competition is for plans only 
— for possible blueprints which may 
lead to some basic answers to tv"s 
unknowns. The governing committee 
considers the "design of the strategy 
the most critical phase of any re- 

What are some of these problems? 
Committee members say they are 
countless. But Georse Huntington 

cites as examples of completely un- 
known areas of tv : < 1 1 the value of 
repetition: i2i the amount of infor- 
mation which can be imparted in a 
short time: "3» the lasting effect of 
a piece of information: > 4 ■ the im- 
portance or significance of a "fun" 

The range of problem areas has no 
limits, as indicated in the 12-page 
brochure being mailed to prospective 
entrants. Some examples from which 
"specific project studies might be 
selected": civic behavior, learning 
and education, consumer behavior, 
cultural values and activities, inter- 
personal relations. 

There are no restrictive guidelines 
for persons interested in submitting 
plans. "Research plans may. in fact, 
deal with any aspect of human be- 
havior as affected by television. The 
research problem itself may be de- 
fined in either "basic" or 'applied" 
terms." according to the published 

The 20 plans considered the most 
"exceptional" will be published in 
book form. 

Those selected will be chosen on 
the basis of these contents : • 1 » the 

problem, its conceptualization and im- 
portance: >2> the research strategy, 
its freshness^ originality, creativeness 
and "breakthrough" potential: i3' 
the research strategy, its soundness, 
including the extent to which relevant 
variables are included : i 4 | the re- 
search strategy, its feasibility and 
practicability : I 5 J the anticipated re- 
sults, the possibility of generalizing 
results or concepts and the expecta- 
tion of yield: i6> the presentation 
of the plan, its clarity and complete- 

Because some of the entries may 
come from obscure fields or those 
unknown specifically to members of 
the committee, the judges may call on 
outside persons expert in these fields 
to counsel them on specifics. 

The synthesis of what may be two 
heretofore unrelated activities is what 
TvB has in mind for the competition. 
Huntington cites, for example, the in- 
stance of Bell Labs" scientists running 
rats through mazes to give researchers 
better ideas as to how the lines on a 
switchboard should be installed. 

"Other industries do this kind of 
thing." he comments, "but advertis- 
ins and television haven't. We don't 

Arbttron's all-electronic measurement technique uncovers the latest and most 

startling fact about television marketing in Metropolitan New York: 

% of N.Y. TV homes f cached ml week*: 88.6 92.7 82.9 

% of N.Y. TV homes reached m 4 weeks-: lOO.O 97.7 95.9 | 


'Afbrtron: 4 Weeks Ending Apr! 10. I960- For details on this penetrating study of 
Market, and distribution of viewing st home demographic ch • 


have either the people or the time to 
relegate someone to an ivory tower 
to just think about things. 

"Yet this needs doing. That's why 
we consider this project a very long- 
range effort, with the possibility of 
no pay-out or none for a long time." 

Why hasn't the television industry, 
particularly, moved into this theoreti- 
cal research area before now? 

Huntington answers: "I think the 
big reason is because we've been too 
successful on our hunch system. But 
it's possible we would have done a 
lot more if we'd had the research. 
One thing's for sure: as costs go up 
in the industry — as in all media — tele- 
vision will have to find a more effi- 
cient way of doing things. We'll al- 
so have to make a better defense of 
those rising costs. 

"This is true of all media, and I 
think it's significant that television 
is taking the lead in this effort." 
Huntington and his TvB and govern- 
ing committee colleagues will wel- 
come any media-oriented plan as well 
as those from academic people. Thus 
comparative papers — analvzing tv in 
contrast with other media — are wel- 
come if they relate to the basic prob- 

lem of tv and human behavior. 

All entries must be forwarded to 
the Competition on Plans for Televi- 
sion Research, 1 Rockefeller Plaza, 
New York 20, by 15 March, 1961. 
There are several stipulations, one of 
which is that only individuals — not 
organizations — can submit an entry. 

The descriptive booklet on the com- 
petition can be obtained from there 

The judging will take an unknown 
amount of time because the number 
of entries cannot be estimated. An- 
other factor is the considerable pe- 
rusal and study time which will be re- 
quired for each entry because of its 
original and penetrating nature. The 
compilation of the 20 best plans into 
a book therefore is not expected for 
at least a year. 

Among the other distinguished 
committee members are C. R. Car- 
penter, psychology professor and di- 
rector of the division of academic 
research and services at Pennsyl- 
vania State U. (with whom TvB has 
been cooperating on projects for the 
past three years l : John B. Carroll, 
professor. Graduate School of Edu- 
cation, Harvard U; Joseph J. Klapper, 

consultant, communications research, 
behavioral research service, General 
Electric Co.; Paul F. Lazarsfeld, 
chairman, department of sociology, 
Columbia U.; Wilbur Schramm, pro- 
fessor of communications research, 
director of the institute for commu- 
nication research, Stanford U. 

Among the advertising and indus- 
try supporters of the project: Marion 
Harper, Jr., president, McCann-Erick- 
son; Arno H. Johnson, chairman, 
Advertising Research Foundation; 
Thomas B. McCabe, president, Scott 
Paper Co.; Frank Pace, Jr., chair- 
man. General Dynamics Corp. 

Others who have endorsed the com- 
petition: Philip H. Coombs, program 
director of the education program, 
Ford Foundation; Roy M. Hall, as- 
sistant commissioner for research, 
U. S. Office of Education; Ralph Het- 
zel. vice president. Motion Picture 
Assn. of America; Porter McKeever, 
director of information. Committee 
for Economic Development; Gilbert 
Seldes. director. Annenberg School of 
Communication, U. of Pennsylvania; 
John F. White, president. National 
Educational Television and Radio 
Center. ^ 


*FIRST CHOICE of more people, more times 
than any other Chattanooga TV station. That's why 
you'll tell more and sell more on WRGP-TV in 
Chattanooga, dominating 60 counties in Tennessee, 
Georgia and Alabama where over a million people 
spend 800 million dollars annually. 

♦March, 1960, A.R.B.: April, 1960, N.S.I. 

Member The FRIENDLY Group ( 

\ John J. Loux, Exec. Vice-President 

National and regional buys 
in work now or recently completed 



Ceneral Foods Corp., Post Div., Battle Creek: Going into about 
100 markets with schedules for Gravy Train. Lineup of prime min- 
utes and 20's starts 10 October for four weeks. Buyer: Stu Hinkle. 
Agency : Benton & Bowles, New York. 

Procter & Gamble., Cincinnati: Schedules start this month on Dun- 
can Hines mixes, Crisco and Comet. Placements of day and night 
minutes run through the P&G contract year. Agency: Compton Adv., 
New York. Doug MacMullan buys on Duncan Hines; Bob Pape on 
Crisco; Joe Burbeck on Comet. 

Ceneral Foods Corp., Maxwell House Div., Hoboken, N. J.: New 
schedules for Instant Maxwell House begin this month and run until 
the end of the year. Prime chainbreaks and fringe minutes are being 
used. Buyer : Grace Porterfield. Agency : Benton & Bowles, New York. 
Ceneral Mills, Inc., Minneapolis: Southern markets get Red Band 
flour schedules beginning 19 October. Night minutes are being 
bought for nine weeks. Buyers: Ira Weinblatt and Bob Fitzgerald. 
Agency: Dancer-Fitzgerald-Sample, New York. 


Gasoline Tax Education Commission, New York: Some change 
in pattern, but substantially the same markets being used now, in its 
follow-up campaign that starts mid-October. Close to 150 markets in 
47 states get traffic minute schedules for four weeks, fairly heavy fre- 

; quencies. Buyer: Bob Bridge. Agency: SSCB, New York. 
Ford Motor Co., Lincoln-Mercury Div., Dearborn: Campaign 
for the '61 Mercury begins this month for six weeks. Schedules are 
for minutes, Monday through Friday traffic, and seven to 12 noon 
Saturday. Buyers: Bob Morton and Ed Kobza. Agency: Kenyon & 

jEckhardt, New York. 

Vick Chemical Co., New York: Cold-season campaign for Vicks 
cough drops starts this month in about 50 markets. Flights placed are 
10 October for six weeks; 12 December for five weeks; 6 February 
for four weeks. Schedules are mostly traffic, 12 to 30 spots per week 
per market. Buyer: Mary Ellen Clark. Agency: Morse International, 
line, New York. 

jBulova Watch Co., Inc., Flushing. New York: Christmas cam- 
paign on Bulova watches begins 31 October in 25 top markets. Eight- 
Meek schedule is about 70% traffic, 50-175 I.D.'s per week per mar- 
jket. Buyer: Phil Stumbo. Agency: McCann-Erickson, New York. 
Minute Maid Corp., Orlando, Fla.: Adding schedules to current 
|:ampaign for its frozen orange juice. Traffic I.D.'s begin 10 October 
,For three weeks in a number of top markets. Buyer: Chet Slaybaugh. 
j|\gency: Ted Bates & Co., New York. 

Sponsor • 3 October 1960 




• A Great New Market! 

82% unduplicated audience on the 
only primary ABC station between 
Atlanta and the Gulf! 

• Top ABC Programs! 

Shows like Maverick, Cheyenne, The 
Real McCoys, Sunset Strip, Hong 
Kong, Lawrence Welk, and The Un- 

• The Best of NBC 

Programs like Wagon Train, The 
Price Is Right, and the Huntley- 
Brinkley News . . . plus top syndi- 
cated programs. 




The #1 night-t 


Capsule case histories of successful 
local and regional television campaigns 



SPONSOR: K. .1. Korvett AGENCY: Direct 

Capsule case history: A special sale promotion on WHNB- 
TV. New Britain-Hartford. Conn., showed E. J. Korvett the 
\alue of tv throughout the year. Previously this pioneer dis- 
count chain, based in New York, had been strictly a print 
advertiser in this area. For the promotion, it used saturation 
daytime I.D.'s to push one or two items each day, for sales 
impact the following dav. According to Earl Perlov, store 
manager, and Mrs. E. Nelson, promotion manager for the 
chain, most of the goods sold out the same day advertised. 
But what impressed Korvett most was the sustained re- 
sponse for weeks after the schedule. The advertiser quickly- 
placed a series of schedules w ith WHNB-TV on a year-round 
basis, in an over-all campaign to promote the store itself, 
rather than specific items. Result has been an all-time high 
in store traffic in all departments. E. J. Korvett Co.'s usual 
schedule with WHNB-TV that has proved to be successful: 
Twenty-five I.D.'s throughout the day, Wednesday. Friday. 


SPONSOR: Squirt (Varietj Club) VGENCY: Hadley Miller Adv. 

Capsule case history: As part of a new consumer cam- 
paign to attract those who had never used its soft drink 
Squirt as a mixer with beverages, the Hadley A. Miller Ad- 
vertising Agency of Toledo decided to try local spots within 
the confines of The Jack Paar Show on WTOL-TV. The 12- 
week campaign consisted of one 60-second spot, Monday 
through Friday, for six weeks. This was alternated with a 
20-second "reminder" spot each Thursday night every second i 
week. WTOL-TV coupled this campaign with a good mer- 
chandising campaign to back it up. and covered the Toledo 
area with clever cards sent to retail outlets and taverns. Re- 
sults: a 100% increase in sales since 1 May. In addition.! 
the advertiser reported that Squirt distribution tripled 
August, compared to the same period in 1959. Squirt 
uses only WTOL-TV. and the Hadley A. Miller Advertising 
Agency has now issued a contract renewal for 39 more weeks.l 

WHNB-TV. New Britain-Hartford 

Announcements WTOL-TV. Toledo 


SPONSOR: Robert 0. Hess Co. AGENCY: Direct 

Capsule case history: Robert 0. Hess, food broker in 
Wheeling, had never used tv before, and his five-week cam- 
paign on WTRF-TV to promote his "Ball" canning jars was 
strictly an experiment. The second day of his campaign he 
made a visit to some of the supermarkets distributing his 
products to make a pitch for carrying the jars. In each place 
the manager had already seen his spots and wanted to know 
when the jars could be delivered. By the end of the week he 
had contacted most of the stores and found that the jars had 
been pre-sold to the managers in 90 r > of the outlets by the 
advertising, e\en though he hadn't sent them an information 
bulletin to back it up. But the spots were equally successful 
in -tiling the consumer. Thousands of housewives in the 
Wheeling area who had never done their own canning were 
induced to try it after Beeing the commercial. It'll be a 
record year for Hess, and now he is planning to use WTRF- 
TV for other products he distributes in the Wheeling area. 
WTRF-TV. Wheeling, Weal Va. tanooncementa 



SPONSOR: Don Watson Pontiac AGENCY: Direct] 

Capsule case history: Walt Casteletti, general manager ofl 
Don Watson Pontiac of Clinton, New York, reports that PonJ 
tiac sales are soaring in this area of the state since 14 Marclu 
when Watson started using, as its main advertising medil 
urn. WKTV. Casteletti himself goes on the air nightly, shovl 
ing either a new or used car in a one-minute live announce! 
ment. "It doesn't necessarily sell the car we're advertising."] 
he says, "but it has built up more floor traffic than we've ev« r 
known before. The big trick is keeping enough stock on hanJ 
to sell." Using a late evening schedule, the dealer usuall; 
gets immediate response, and has received calls 
within two minutes after the finish of a commerci 
though Don Watson Pontiac is located nine miles from Utic 
the biggest percentage of customers drive in from Utic; 
Cooperstown. Syracuse, and Rome. ''Our WKTV campaig 
has been so successful we've sold out all our popular mode 
and now have difficulty getting a new supply from factory 
WKTV, Utica-Rome, Y Y. Announcemeii 


Her usualil 

at WKtJ . 
tercial. Al ; 

It's a. 



There's only one way to build the kind of viewer loyalty 
KMJ-TV has — and that's with quality programming. Pro- 
i gramming which presents a pleasing balance of top network 
shows, excellent local productions, the best film library in- 
cluding MGM releases and leading syndicated shows. For 
every program category, Fresno area viewers tune to 
KMJ-TV first and leave their dials set longest. 


KMJ-TV . . . 



first TV station in 

the Billion-Dollar 


of the Bees 

•0\S()K • 3 OCTOBER 1960 

With buyers deluged by personal calls, SPONSOR ASKS: 

Is it really worthwhile for 

station men to visit 

Nick Imbornone, timebuycr, McCann- 
Erickson Advertising (U.S.A.), New York 

Broadcast salesmen on the whole, 
are well informed on markets they 
represent. However, there definitely 
is a place in the selling of broadcast 
time for the visiting station man. 

Aside from the information and 
help he gives to his own representa- 


Jf art h while 
when they 
bring us market 

tives, he can be of invaluable service 
to broadcast buyers. Among the 
services he could and should perform 
are the following: 

1. Market peculiarities — We must 
all agree no two markets are alike. 
Special marketing problems develop 
during the year in individual markets 
that only local people can properly 
analyze and evaluate. It is in this 
way, by talking to station people, that 
a buyer can keep up with changing 
markets without visiting them in per- 

2. Merchandising — Merchandising, 
always a "plus" in any broadcast 
schedule, is very difficult to "pin 
down" at the representative level. 
Local station people, who actually do 
the merchandising, can give a broad- 
er and clearer picture of the services 
available to a client. 

3. Availabilites — Local station 
men are equipped with future end 
dates of other accounts, both national 
and local, and therefore can better 
plan for improvement of announce- 
ments, especially for the long-term 

4. Competitive stations — Who is 
better qualified to criticize or praise 
tin competition in any given market 
than the local station man himself? 
Certainly no national representative 
i~ full\ qualified at all times to judge 
competitive stations in a given mar- 

ket without personally being in the 
market for a long period of time. 

5. Ideas — Being close to the peo- 
ple advertisers are trying to reach, 
the local man can recommend ways 
to substantially increase the effective- 
ness of current and future advertis- 
ing. These ideas can be in the form 
of local personalities, special promo- 
tions, store tie-ins and the use or 
misuse of other media. 

6. Trends — Trends in individual 
markets occurs frequently, not only in 
terms of station usage, but also in 
terms of industrial and economic 
changes. These trends are very diffi- 
cult to foresee at the national level in 
spite of the increased research mate- 
rial available. The local man can 
bring these trends to light and thus 
help the account to plan for the future. 

In conclusion, then, there is defi- 
nitely a place and a need for the vis 
iting station man in the agency busi 
ness. The alert, progressive local 
man will be in as often as his time 

Anita Wasserman, timebuyer, Lau- 
rence C. Gumbinner Advertising Agency, 
New York 
It certainly can be worthwhile if 
the station man doesn't limit himself 
to bare facts to which the buyer has 
easy access, such as ratings, coverage, 
power changes, etc., but places the 
stress of his presentation on signifi- 

Yes, with reps 
first briefing 
.station men 
on buyer s 
and needs 

cant local trends in stations and the 
market. This would be a profitable 
visit for the station man and the 
buyer ! 

A profitless visit is one in which 
the station man launches into his 
"numbers" but is reluctant to talk 
about his programing, or one in which 

he goes immediately into his fabu- 
lous merchandising with which no 
other station can compete. Also, sta- 
tion men who skillfully duck hard 
questions are not helping the buyer 
much. "What does your local busi- 
ness picture look like?" "Fantastic!" 
"Any interesting changes in the mar- 
ket or stations in the last couple of 
months?" "No — we're still Number 
1!" Faced with this unremitting wall 
of superlatives, the buyer being no 
Olympic hurdler, is quickly discour- 
aged from clearing it. Another profit- 
less visit? Maybe not, because the 
"superlative" salesman has given the 
alert buyer (correctly or not) the 
impression that all is not well under 
the slick umbrella he's spread over 
his station. 

Ours is such a fast-moving busi- 
ness with new men in sales and 
management posts calling on agen- 
cies, that to make these visits really 
profitable, reps should brief the sta- 
tion man ahead of time on the ac- 
counts and needs of the buyer he is 
going to see. It follows, of course, 
that communication should flow from 
station to rep, too, so that neither one 
is embarrassed or caught flat-footed 
on basic discussion points that come 
up in the visit. That happens too 
often and gives the buyer the uncom- 
fortable feeling that the two may not 
be working together harmoniously, 
that when the time comes to consider 
this station, he may be missing out 
on information or service. And it 
wastes that precious commodity, time. 
for both the busy agency buyer and 
the station man. 

If he comes to town well-armed 
and doesn't frustrate us, as we've 
mentioned above, the station man's 
periodic calls can certainly be re- 
warding and worthwhile for a buyer, i 

Dorothy Classer, timebuyer, Kastor, 
Hilton, Chester, Clifford & Atherton, Inc., j 
New York 
We in the agency business would 
like the security and comfort of know- j 
ing that all our decisions were based J 




on only the most scientific tools, 
equal to those used in a laboratory. 
That's why we clutch those Pulses, 
Nielsens and slide rules so tightly. 
But, just remember that without that 
very necessary human angle in sell- 
ing (and isn't that what we are all 
concerned with) , we timebuyers could 
be replaced by IBM machines. That's 
why agency calls by station men are 
so important. I bet I could yell out 
a few call letters and complete station 
images would come before the eyes of 
each and every buyer. So, station 
managers, since you stand for your 
stations, make calls in New York, but 
follow a few basic rules: 

Bring several changes of clothes. 

I Managers of independent stations 

calling on buyers of teen-age accounts 

should wear complete beatnik attire, 

and I always expect managers of 

Come — but 
be sure to 
impress me 
with lots of 
pictures of your 
station tower 

"good music" stations to show up in 
top hat and tails. Network affiliates 
and horn-rimmed glasses go together 
for that stable effect. 

And don't forget those two in- 
valuable pieces of luggage — the at- 
tache case and the tape recorder. The 
first should be impressively worn to 
give the feeling of how hard-working 
and well-traveled you are. And, it 
must be well-stuffed, preferably with 
[pictures of your new stations (and 
|how much they cost to build) and 
tower (the "highest" tv tower ever, 
[of course). 

I Don't forget a program schedule — 
even if it has to be printed espe- 
cially for the trip, and an assortment 
|of rating books is invaluable. As for 
(the tape recorder, know your buyer 
{before you turn it on. Nothing can 
Hjiave a more devastating effect than 
{Please turn to page 62) 


How Come CHANNEL 10 
Stays Perennially On Top in 
the Rich Rochester N. Y. Area? 


we have the POWER 

Yes, thanks to our new 316 KW (maximum power) 
transmitter, we now speak to more than a million 
Western New Yorkers with a stronger voice— look 
at them with a brighter eye! Our primary 
coverage area is considerably extended! 

we have the SHOWS 

We offer our viewers the very finest programs of two 
major networks — CBS and ABC— a galaxy of great 
stars in a brilliant host of new shows and old favorite 
We also offer News- Weather-Sports, complete and 
accurate, twice nightly at 6:30 and 11:00 P.M.— plus 
many other fine, live local shows, and the great 
MGM movies. 

we have the KNOW-HOW 

Not only do we possess the technical know-how 
that guarantees best-quality production, but being 
Rochester-owned, we understand the wants and 
whimsies of the people of this area, give them 
what they want, know how to promote our station 
and our programs in the most effective manner. 

we have the FACILITIES 

Now that we have the very latest in Videotape, our 

facilities, both in equipment and personnel, leave 
nothing to be desired. Our well-trained engineers and 
production staffs welcome the constant challenge of 
handling live shows and live commercials in truly 
expert fashion. 


we have the WILL 

Perhaps our BEST quality is our ceaseless w 
please.' We are intensely proud of our consist 
leadership in Rochester, and we are determi 
to maintain it! 

Adequate power, top-notch programming, expert know-how. 
modern facilities and the resolve to please and satisfy— every 
one of these things is essential to a successful television station — 
and these are the things that attract and hold our 
ever-increasing number of sponsors. 





For the sixth successive year Lowell 
Thomas is on CBS Radio for General 
Motors. World traveler, explorer, lec- 
turer, author, his first-hand knowl- 
edge of people and places gives his 
newscasts special color and authority. 
And his long-term association with a 
single company points up the cumu- 
lative advantage of sponsoring an out- 
standing personality year after year. 
In all radio Lowell Thomas-and his 
colleagues-are the kind of company 

youkeeP ONLY 


[Continued from page 33 i 

ABC's new wa\ of selling daytime 
tv. as it now stands, will perpetrate 
serious inroads on spot business. Too 
main variables are involved. You'd 
have to have an advertiser with more 
than three non-competitive brands, 
at least two of which lend themselves 
to a sales message of less than a 

And. if such an advertiser exists 
and currently is in spot tv. he's there 
for a reason. As Compton's media 
v.p. Frank Kemp puts it. ''Network 
gives vou simple, blanket national 
coverage: if you want something 
else you go into spot." So if the 
advertiser is in spot, chances are he 
wants to vary his frequency from 
one market to the next, and would 
not be likely to give up that objective 
because he can now get some of his 
lower-budgeted brands on network — 
unless relative cost-per-1.000 made 
it extremely attractive, runs the rea- 

"This is not a war between net- 
work and spot, emphasizes ABC's 
Bleier. "If Minipoo and Rem. for 
instance, could not divide up the 
shorter commercials they wouldn t 
switch to spot, but rather would have 
to settle for half as many network 
commercials. Deciding between net- 
work and spot isn't a simple matter 
of budget size; distribution is the 
issue. Spot is for uneven weight, as 
to frequency and choice of markets: 
network is for even, national cover- 

Should ABC elect to scatter the 
shortened commercials, as many fear, 
it might be another story. That plus 
the sale of regional networks would, 
many think, really begin to look like 
competition with spot. And there 
is considerable concern among sta- 
tions over the handling of brand 
protection should the shorter commer- 
cials get scattered. Considerable diffi- 
cultj alreadv has been encountered 
along these lines due to the scattering 
of 60-second commercials I see "Spon- 
sor-Scope." 19 September). 

Otherwise, the <>\erriding issue in- 
volving the ABC plan as it now stands 
seems to be over-commercialization. 
In other words, how many breaks in 
the flow of daytime programing will 
the audience tolerate? ^ 


{Continued from page 38) 

lieves, as it stated in the opening 
article on "Radio's Big New Burst 
of Creativity, that what is happen- 
ing in radio today, is the most chal- 
lenging development that any major 
communication and advertising me- 
dium has known for years. 

The radio industry, rebounding 
after the first stunned shock of tv's 
onslaughts and a convalescent period 
of "formula operations"' is now dis- 
placing an astonishing degree of vi- 
tality and originality in every phase 
of programing. 

Music, news, community affairs, 
all-talk programs, and the potent new 
weapon of station editorializing are 
all figuring in radio's "creative ren- 
aissance." and in each of these areas 
scores of stations are coming up with 
new. more effective treatment. 

To radio men themselves this "bat- 
tle of ideas" means longer hours, 
harder work, a fiercer fight for com- 
petitive programing advantages. 

To advertisers and agencies, it has 
an equally profound significance. Ra- 
dio's drive for greater program crea- 
tivity is making it more meaningful, 
more needed, more important to its 
audience. And this factor of "edito- 
rial vitality" is enhancing its value as 
an advertising vehicle at the expense 
of the slow-footed, stodgier media. 

In this five-part series on "Radio's 
Big New Burst of Creativity" the edi- 
tors of sponsor have been able to 
present only a few of the hundreds of 
examples of radio"* creative power. 

SPONSOR is now planning to publish 
early in 1961 a greatly expanded 
study, in book form, of radio's cre- 
ative revolution. 

Questionnaires are now being pre- 
pared and will be sent to all U. S. 
radio stations, seeking in-depth facts 
on their programing operations. 

The sponsor study will also in- 
clude examples of the new creative- 
ness that is fast emerging in radio 
selling and radio commercials, as 
well as factual background on radio's 
reach and coverage. 

sponsor believes that this new 
studv will give the industry the most 
complete picture of radio's power that 
has ever been assembled, and wel- 
comes suggestions and contributions 
from broadcasters and advertisers 


>60 i 


[Continued from page 35) 

Records" for local tv and radio sta- 
tions with a rundown on how local 
merchants — presumably experts in the 
market — are spending their money. 
He suggested, too, that the local sta- 
tion or representative provide cumula- 
tive figures, which he terms "good 
sales-making ammunition.'" 

He contends that cume figures 
"deal more in a specific, in the house- 
hold net coverage of an actual num- 
ber reached rather than set counts, 
which represent only the potential au- 
dience or ratings which are mainly a 
yardstick of cost efficiency."" Com- 
menting on the mountain of broad- 
cast research, Matthews noted, "The 
print boys have sold circulation while 
broadcast is trying to evaluate it. 
This places broadcast at a handicap." 

Another difference cited by Mat- 
thews: "In broadcast you don't have 
a stable product. It varies from sea- 
son to season, day to day, changes of 
scheduling to changes of scheduling. 
Publications have a fairly stable cir- 
culation, particularly where subscrip- 
tion is concerned."' 

He was one of the spokesmen most 
concerned about agency-client "con- 
trol" in ratings research. "I feel very 
strongly that agencies and advertisers 
and the industry itself have put them- 
selves in a questionable position in 
allowing private research organiza- 
tions to determine the ways in which 
they're to receive information about 
what they are most concerned with: 
the scope and nature of the circula- 
tion of the medium." 

But Bumstead noted: "In order for 
us to take charge of directing how 
the rating services run their tech- 
niques, advertisers and agencies will 
have to pay the lion's share of the 
cost of these services rather than as 
at present when media usually pay 
the largest proportion of expense and 
sometimes influence the result." 

Discussing duplication of ratings 
services, Richfield of EWRR said 
the uses one service and doesn't think 
jit necessary "to subscribe to all that 
;are available. And it's a downright 
(waste of money."' 

i The admen discussed their own 
(policies of subscribing to one or more 
ratings services, as well as the attend- 
ant discrepancies. But they seemed to 
igree that each service points out 
'rends and general directions, even 


though the actual figures may be dif- 
ferent, that can he weighted to form 
the basis of buying conclusions. 

Les Towne argued strongly in be- 
half of the small sample on which 
ratings are based. "If research com- 
panies were to raise the sample size, 
more people would feel that ratings 
are even more valid and we'd have 
more slide rule buving." No one, he 
said, thinks ratings are the one and 
only standard. Richfield felt the prob- 
ability technique "is fundamentally 
correct and worthwhile, as accurate 
as a random sampling can be." 

Greig came out strong for radio, 
asserting. "Currently, surveys sell the 
radio industry very, very short." He 
wants duplication facts on radio to 
determine the reach potential. "Ad- 
vertisers don't want to know they'll 
miss 60 r i of the homes in a market 
if they use only one radio station. 
They must know how many stations 
are required to reach 909? of the 
market. Then it is possible to make 
a comparison of costs, which could 
result in a budget for radio." 

Greig adds: "If you just measure 
homes, radio's going to look bad in 
relation to tv. But if you measure all 
the places that radios are you have 
about four times as many radios as 
tv sets." 

Most of the men were concerned 
with the frequency of rating projec- 
tion, in which media representatives, 
particularly, project an isolated rating 
bevond reasonable limits. 

Commented Greig: "Projecting a 
rating outside the area in which it 
was made is done so often it's very 
shocking." The group cautioned 
media people to remember there are 
station-to-station and region-to-region 
differences, and that an established 
rating or tune-in pattern in one lo- 
calitv is more often than not not typi- 
cal of other stations or areas. 

Matthews summarized the point of 
ratings: "A rating service should be 
used as a relative circulation meas- 
urement. It should not be considered 
the answer to questions of advertising 
effectiveness, of the strength or ap- 
propriateness of the medium for a 
product purpose. Nor should it be 
used as a system of mathematics by 
which we determine whether we're 
getting values in c.p.m." Added Rich- 
field: "It's no longer possible to 
achieve a rating that is far better 
than someone's else's. Things have 
leveled out." ^ 




A legend in his own time. A per- 
sonality without peer. Philosopher, 
story teller, news maker, catalyst, 
he brings to each listener an imme- 
diate sense of personal participa- 
tion. As if that weren't enough, he 
just happens to be the greatest 
salesman in broadcasting history. 
In all radio , Godfrey is the kind of 
company you keep . . . 




Far -Reaching! 

unless we find a way 

to jam this 

unauthorized broadcast 

Meanwhile, I suppose 
I'll have to watch it. 

Everyone is impressed by the 
fast, accurate and complete news 
coverage on 6. Teamed with 
NBC, we make a combination 
that spells "Good News" for ad- 
vertisers, too. 

Your Weed TV man has all 
the facts. 



NBC for 




WCSH-TV 6, Portland WLBZ-TV 2, Bangor 

WCSH Radio, Portland 

WLBZ Radio, Bangor WRDO Radio, Augusta 


I Continued from page 39) 
their advertising is working. Except 
for test items, most seem to agree 
with one man who said, "You really 
can't prove anything in advertising." 

By far the most outstanding result 
of this study, Lawton said, is the 
identification of a widespread, deep- 
ly entrenched, and sometimes deeply 
felt attitude that salesmen almost 
never have an idea to sell, do not un- 
derstand the businesses to which they 
are trying to sell time, and are not 
sufficiently sensitive to the personali- 
ties of the people to whom they are 
trying to sell. There was even a ques- 
tion raised as to whether radio and 
television "are suited to ideas tailor- 
made for specific businesses." 

Some interviewees felt the sales- 
men are never creative, but "their job 
is only to keep relations with the sta- 
tion open," while others said, "It is 
the duty of the salesman to know his 
clients' business well enough to sug- 
gest something sensible." 

The most frequent spontaneous 
comment made by advertisers had to 
do with the lack of good sales ideas 
on the part of the salesmen. When 
salesmen or stations get a reputa- 
tion for bringing in sound ideas, they 
are remembered, and praised. 

Agencies are not in full agreement 
as to how much the salesman needs to 
know about the client. "I don't want 
ideas. That's the agency's job," said 
one adman. The term "idea" was 
generally meant as something that 
was directly related to the salesman's 
specific store, product, or audiences. 

Lawton's report is based on inter- 
views with merchants or advertising 
managers in 108 places of business 
and 16 people in 12 advertising agen- 
cies in Oklahoma Citv. The agencies 
represent approximately 135 broad- 
cast clients. The advertisers repre- 
sent more than 300 retail outlets. A 
pilot study in Norman. Okla., pre- 
ceded the interviews in Oklahoma 

Lawton suggests to stations in his 
preface: "If vou read this report only 
as a collection of interesting anec- 
dotes and quotations, vou will have 
missed the point ... if you read it 
thinking. 'Does it apply to us?' then 
you can profit from the report." He 
also tells stations, "I presume neither 
to interpret, nor to recommend. Each 
station must interpret for itself and 
find its own recommendations.'" ^ 


I Continued from page 40) 
and in April, 1960, it signed a 52- 
week contract for the Sunday news 
spots. To this was added four Satur- 
day evening newscasts, beginning last 
July, which run through next April. 

Newspapers continue as Raymond's 
major medium, but radio's perform- 
ance has won staunch friends among 
store officials who once turned a deaf 
ear to it. The feeling there now is 
that most additional monies appropri- 
ated for advertising will go to radio. 

Fur buyer Harold Sussman had 
seen radio work for retailers in Chi- 
cago and was curious to see what 
would happen in Boston. With the 
help of his sales force he kept track 
of customer comment on how they 
learned of a $199 mink stole sale. He 
calculated that radio was responsible 
for bringing in approximately 50% 
of the customers. He then insisted on 
running a similar sale two weeks lat- 
er, despite warnings that it was too 
soon after the initial sale. Previous 
experience had shown that sales re- 
peated after so short a time were not 
successful — when advertised only by 
newspapers. This time, with a boost 
from radio, the second sale got the 
same heartening results as the first. 

Raymond's major radio buy was 
preceded by a presentation by Mel 
Goldberg, research director for West- 
inghouse Broadcasting Corp., owner 
of WBZ. It included a run-down on 
newspaper and radio advantages and 
disadvantages, and described how the 
two media could complement one an- 
other and thus serve Raymond's pur- 
poses most effectively. 

The presentation asserted that 
newspaper advertising informs peo- 
ple on price, place of purchase, prod- 
uct specifications, with words and 
pictures, bringing about minimal 
emotional involvement. It said that 
radio seems to involve people through 
use of humor, music and friendliness. 
For these reasons, the presentation 
recommended that Raymond's allo- 
cate a portion of its ad budget to ra- 
dio, thus presenting an audio image 
of the newspapers visual image. 

The recommendation was followed 
and. says Edgar Emery, v.p. of the 
store's agency. Campbell. Emery. 
Haughey & Lutkins. "Week after 
week. Raymonds has reported a sub- 
stantial sales increase in departments 
advertised on the newscasts. Custo- 
mers specifically mention WBZ." ^ 


)ut-of-doors or indoors, the perfect partner for those who prefer the extraordinary ... a "Metropolitan" 
)ersonality like each member of our media family. . .Television, Radio and Outdoor- Advertising. 


205 East 67 th Street, New York tt, I 

1\ STATIONS: WNEW-TV, New York: WTTG, Washington, D.C.: WTVH. Peoria/111.: KoVR. Stockton-Sacramento/Calif. 
RADIO STATIONS: WNEW, New York; WIP, Philadelphia: WHK. Cleveland 





















q:' / 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


3 OCTOBER I960 The Senate Commerce Committee will have many questions about broadcast- 

copyright i960 ing when the new Congress resumes. The House Legislative Oversight subcommit- 

sponsor tee, on the other hand, may or may not be reestablished. 

publications inc. The elections hold the key to that group. 

The subcommittee never did get down to the work for which it was established over three 
years ago. Lost in the headlines about politicians with hands in the gravy bowl and alleged 
misdeeds in the broadcasting industry was the original goal of finding out whether the fed- 
eral regulatory agencies have been administering the laws in line with Congressional 

A Senate subcommittee under Sen. Carroll also made a stab in this direction, but wound 
up doing nothing at all after a Carroll bill lumping lawmakers with all others forbidden to 
contact commissioners off-the-record got tossed into the junk pile. 

Again, depending on the outcome of the election, there is a strong possibility that some 
other Congressional group will want to take a look at the way the agencies are interpreting 
the law. 

For the FCC, this would mean a hard look at the criteria used in choosing be- 
tween applicants vying for the same channel or frequency, control or lack of control over 
programing, etc. 

It will be the Senate Commerce Committee, which has never accused an agen- 
cy or an industry with malpractice, which will be providing most of the pressure on 
the FCC. 

Year after vear since 1954 this committee has been inquiring of the Commission about 
getting more tv channel assignments. It will want some answers early in the next ses- 
sion of Congress. 

The Commission will have no answers on tv allocations for a while, but it will likely be 
in a position to report that the New York City test of uhf is proceeding in a satisfactory 

It shouldn't be too long, either, before the FCC tells what it plans to do during the esti- 
mated two years before the uhf test is over. Deadline for pro and con filings on the "drop in" 
idea was 30 September. This would put new vhf stations in up to 21 of the top 100 markets 
which currently have fewer than 3 stations each. 

The FCC will have new license renewal application forms ready for the new 
Congress, in case it is asked what it is doing about programing. 

The Commission will be somewhat farther along on the clear channel proceedings, the 
radio version of an allocations problem. 

With much trembling the Commission will have taken some action on the complicated 
transaction which would put NBC into Boston instead of Philadelphia and into San Francisco 
instead of Washington. 

The Commission knows the courts are already looking over its shoulders on this one, and 
it is just as sure that voices will be raised in Congress. This could be one of its touchiest 
issues in a long time. 

Further, the Hartford pay-tv application could set Rep. Oren Harris on the Congression- 
al warpath once again, as theatre owners fight pay-tv either by cable or by air. 

That the FCC will restate its position in favor of a law requiring all tv sets to 
receive all channels is pretty certain. 



Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 



Copyright I960 



Those post-1948 pictures, only recently freed of union obstacles to tv distribution, 
now have their first full-scale law suit on their hands. 

So far the only distributor involved is Seven Arts, a new company formed by Eliot Hy- 
man and other veterans of the old AAP distribution house. 

Triangle Stations complained they had been guaranteed exclusives from AAP in their 
markets for post-1949 Warner Bros, features at $4,000 a picture. 

Seven Arts — which Triangle claims was set up to evade the AAP option — is 
asking $15,000 a picture plus 15% for color rights for these pictures. 

This week Triangle got a New York Supreme Court stay restraining Seven Arts in the 
Triangle markets. 

Meanwhile Triangle lost its suit against C&C Films, also on a feature film question: 
Triangle had to pay C&C $44,000 it had withheld from the distributor on a delivery issue 
over a group of RKO feature films. 

The Triangle stations, involved in both suits, are WFIL-TV, Philadelphia: WNBF- 
TV, Binghamton; WLYH-TV, Lebanon: WFBG-TV, Altoona-Johnstown: WXHC-TV, New 
Haven, and KFRE-TV, Fresno. 

Seven Arts Productions were briefly known as Creative Telefilm and Artists 
after Eliot Hyman left the UA group: AAP was known as UAA for a time. 

Take it from NBC TV that CNP's Lawless Years will definitely be back on its 
schedule this season. 

NBC TV ordered 26 new episodes of the series and will slot them in January. 

Nobody was more startled than Rheingold, WCBS-TV. New York, and CBS 
Films by the premiere ratings of their Brothers Brannagan on 24 September. 

New York is a tough syndication market, and hence the show's remarkable 20.3 Ar- 
bitron came as complete surprise: the next two contenders. Lock Up on WNBC-TV and Su- 
perman on WPIX, only scored 9.5 each. 

One explanation was that Brothers Brannagan at 7 p.m. was back-to-back with Perry 
Mason on CBS TV and caught the early tuners-in via similar programing. 

It looks now like Colgate will back out of its proposed deal for 21 Beacon St. 

The idea, via McCann-Erickson. was to cover 50 markets with re-runs of the Filmways 
series. (See FILM-SCOPE, 26 September.) 

The clicking-off of additional markets for syndicated shows already on sale could be 
heard distinctly this week. 

ITC's Best of the Post reached 107 markets and Ziv-UA's Lock Up reached a total of 
191 cities in its second year. 

Latest sales were these: 

• Best of the Post added RCA distributor Collins in three Kentucky markets. Kentucky 
Utilities, and Union National Bank of Arkansas: also. California-Oregon Power and Miles 
Labs put on additional markets. 

• Lock Up signed R. J. Revnolds. Italian Swiss wine, and Pioneer Hi-Bred Corn Co. (For 
details on both shows, see FILM WRAP-UP, p. 72.) 



FILM-SCOPE continued 

The syndicators are sitting with frozen faces for what's one of the longest dou- 
ble-takes on record: they still haven't really reacted to the FCC option time ruling. 

The problem: if syndicators galvanize themselves into action and start getting product 
ready for a forthcoming abundance of time periods, they may suddenly again find them- 
selves with a unmarketable surplus. 

To glut the market with film again after two so-so seasons could only result in tum- 
bling prices downward — the last thing film men want. 

But by watching and waiting, film men are hoping that demand will puff up to the 
point off a product shortage and a seller's market again. 

Incidentally, the half -hour syndicators aren't the only ones acting aloof: station men 
are behaving in equally frigid fashion to overtures of post-1948 feature film dis- 

It's the same question of supply and demand : asking prices for the new pictures are con- 
siderably ahead of pre-1948 levels, and bv holding off manv stations are expecting post- 
1948 feature film prices to descend while they make up their minds. 

The distributors sav that the stations are chafing at the bit to get at new pictures: but 
stations assert the features market is still in a general slump and bv waiting a little longer 
thev'll be able to do business more on their own terms. 

A syndicated show doesn't have to be among the top 10 or top 25 to be a good 
investment because the ratings gap between the top- and lesser-ranked shows is 
often very small. 

In Pulse's four-month weighted averages (January to April 1960) there was only a two- 
point gap between the 10th and 25th ranked shows. I See FILM-SCOPE. 29 August.) 

Here, in shows ranked 26th to 50th. the last show on the list was only 3.4 points awav 
from the top 25 and 5.4 points below the top ten. 40 shows higher on the listing. 

26. Whirlvbirds I CBS Films) 

27. Bozo the Clown ( Jayark) 
Trackdown (CBS Films) 

29. Brave Stallion (ITC) 

30. Man Without a Gun I XT A I 
San Frncisco Beat (CBS) 

32. Cisco Kid (Ziv-UA) 

Sheriff of Cochise (NTA) 
34. Jim Bowie (ABC Films) 

Not For Hire (CNP) 

Vikings (Ziv-UA) 
37. Highwav Patrol I Ziv-UA) 

Jeff's Collie (TTC) 

Little Rascals (Interstate) 

Looney Tunes (UAA) 

41. Honeymooners (CBS Films) 

42. Cannonball (ITC) 
Deadline I Flamingo) 
Roy Rogers (Rogers Synd.) 
How to Marry a M"aire (NTA 

46. This Is Alice i \T Vi 

47. Mr. District Attorney fZlv) 
N. Y. Confidential (ITC 

49. LifeofRilev (CNP) 

50. Decov l Official I 




























































































































i) 8.7 




































*Per 100 homes 

• 3 OCTOBER 1960 


A round-up of trade talk, 
trends and tips for admen 


The succession of presidents at Colgate (E. H. Little to G. H. Lesh), people at 
copyright i960 its agencies feel, has created somewhat of a question mark as to who is actually 

sponsop carrying the air media ball, or a general hesitation on how to proceed. 

To put it in baseball terms: just wbo is it on first base, second base and third base and 
how do you get to the home plate? 

It's amazing how one network consistently outbedazzles another network when 
it comes to presenting its air talent at special trade occasions, such as dinners, etc. 

The likely reason: the network that does the job up brown usually plans for it long in 
advance and assigns to the task a showman-producer who has specialized in this sort of thing. 

You've been around the business a long, long time if you can recall when: 

• Stations had manned mikes at train stops to interview agency people and others 
bound for an NAB convention. 

• When ex-N. Y. Governor Al Smith, Jock Whitney, ex-Pepsi-Cola president Walter 
Mack and George B. Storer were at various periods lessee-operators of WMCA, N.Y. 

• The Lux Radio Theatre was given a tryout on WGN, Chicago. 

• Union Insurance's Roses and Drums dressed its radio actors up in Civil War uni- 
forms and crinolines to make the show more conducive for the studio audience. 

• The soap opera actor scale was $15 for performance and $7.50 for rehearsal. 

• There were two sponsored minstrel shows: Sinclair Minstrels out of Chicago and 
Dutch Masters Minstrels out of New York. 

• Network artists bureaus kept for themselves as much as a half or two-thirds of 
what they collected for a performer from a sponsor. 

• Radio was sold without sales promotion pieces based on studies by some stripe 
of social scientist. 

• You could count the v.p.'s at any network on the fingers of one hand. 

Even the fabulously successful P&G has had plenty of missouts in its efforts 
with new products on the market. 

Among the failures: Whirl, a liquid shortening; Wondra, a cold cream and soap; Teel, 
a liquid dentifrice; Secret, a permanent wave; Ivory Shaving Cream. 
Present problem area: peanut butter. 

A tv network salesman, who's a comparative newcomer to the business, learned a les- 
son in restraint in the matter of competitive selling. 

He was pitching to an executive in a upper-rung Madison Avenue agency and in the midst 
of his sharp critique of spot, his auditor stopped him with this rebuke: 

"You forget that not only the organization you work for is in the spot busi- 
ness through its o&o stations, but a substantial part of our tv billings is in spot. If 
whal you say against spot is right, we've been misleading our clients for a long time." 


A copywriter is questioning a WMAL-TV executive. 


Copywriter: "You say that station C was 27 steps 
(their steps) ahead of us when we began pursuit." 

Exec: "That's right." 

"And they take eight steps to our five." 


"Then how on earth did we catch them?" 

"Bigger steps.* Two of our steps equal five of 'CY. 
Your experience with those puzzle ads should enable 
you to compute exactly how many steps we took to 
catch them. In fact, you might be able to make an 
ad from this." 

Our copywriter produces the correct mathematical solu- 
tion. Duplicate his feat and win a copy of Dudeney's 
"Amusements in Mathematics" — Dover Publications, 
Inc., N. Y. Repeat winners will receive an unre- 
pealed prize. 

* First-rate local personalities, first-run movies, ABC pro- 
graming and a number of other big WMAL-TV steps that 
an H-R representative will be happy to discuss. 


Washington, D. C. 
An Evening Star Station, represented by H-R Television, Inc. 
Filiated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va. 
SPONSOR • 3 OCTOBER 1960 61 


i Continued from jhil' 

the morning? Y&R's Campman an- 
swered for himself and his counter- 
parts M No! M Tnere will be a sav- 
in:: in personnel in the areas of esti- 
mating contracts and forwarding, he 
said, "but there will always be more 
to buying than the slide rule, or even 
the I nivac." 

\nd even the I nivac "agrees." 
Perhaps some da\ in the future, theo- 
rized Y\R when introducing its 
Remington Rand set-up. the computer 
ma\ be a self-contained "thinking 
mac bine."" But even the largest model 
new made, ''as complex and broadly 
useful as it is. can"t theorize, use in- 
dependent judgment, or use intuition 
to arrive at a conclusion. 

"All these machines can do is to 
utilize and combine data which have 
been carefully broken down for them 
into a special code . . . the com- 
puter'? 'language.* This painstaking 
breakdown of facts and figures into 
it- tiny components, which makes up 
the language, is called programing. 

"The only practical thinking ma- 
chine now in existence is still the hu- 
man brain."" ^ 


i Continued from page 51 I 

a smooth suave voice coming out <>f 
that machine when the product is 
beamed at the cracker barrel crowd. 
With this handv guide and your 
diners club card you'll wow "em on 
the avenue! 

Kathyrn Broman, director of uomen's 
activities, WIT LP, Springfield, Mass. 
Not only do I think that visits by- 
station management are a must for 
solidifying relations with the ad agen- 
cies, but I feel it is just as important 

for station personalities to take some 
time off from their radio or tv jobs 
to meet these people at agencies and 
give them a chance to get a first hand 
idea of how the personalities that 
may be doing their commercials look, 
act and handle themselves. 

A lot of agency people seem to 

To All Members of the 


New York City — Philadelphia Chapters 

you and your friends 

are cordially invited to attend a 

Gala Evening 


Savoy-Hilton Hotel 59th St.-Fifth Avenue 
Crystal Suite 

Tuesday — October 4th 

Cocktails at 6 

Price. i8.00 per ticket (including full course 

dinner, entertainment, gratuities and tax) 

For Reservations, phone M. H. Shapiro Plaza 9-1500 

think that because the personality is 
not from New 1 ork he is liable to 
botch up a commercial or he might 
not be suited for the commercial 
product lor which the agencv is buy- 
ing time. However, \>hen the agency 
people get a chance to meet the per- 
sonalities, talk to them and discuss 
the type of program, audience and 
general market make-up they serve, 
most of their suspicions disappear. 

The visit to an ad agency by a sta- 
tion personality I think should be 
standard operating procedure at least 
two or three times a vear. Not onl] 
does a personal visit give the person- 
ality a chance to give a solid pitch 
for his or her own program but it 
also is a tremendous opportunity to 
sell the station as a whole. 

I know on several occasions I have 
gone to visit agencies in New York 
primarily to make a pitch for my own 
program on X^ ^ LP. and have run 
across the situation where the agencv 
timebuyer has a product that was not 
suited for my show. But after discus- 
sing the various shows on \^ \^ LP I 
was able to come away with the or- 
der for another show on the station. 

Another fallacv that I would like to 
punch full of holes is the oft-repeated 
grumble that the agency people don't 
have enough time to see station peo- 
ple or personalities, or that the\ 
wouldn't be welcome. I've found that 
the exact opposite is tru- 
people are delighted to meet ^ith per- 
sonalities despite their heavy sched- 
ules and I have never received a 
"brush-off"' routine. They have been 
exceptionally gracious and have been 
more than pleased to learn more 
about the market, other personalities 
and the general make-up of the sta- 
tions in the areas in which they are 
using campaigns. 

The proof of these personal visits 
is in the orders that come through. 
On the first trip I made to visit agen- 
cies I came back with four orders. 
And I have never yet made a visit to 
the agencies without coming back 
\\ith some orders. 

I try to make a trip to \ i~it the 
agencv people at least twice a year, 
and in the future I hope I can do it 
more often. I think that every sta- 
tion should make it a point that its 
personalities be given a chance to 
meet timebuyers at agencies with 
either the station representatives or 
the station management when they 
make their regular visits. ^ 


• • • in the San Antonio report 


dominates every category! 





gets bussed by Carole A. Melan 
contest judges. Five-year-old gl 

r of WINS (N.Y.) contest for prettiest little girl in WINSIand, 
■ (I) and llene Jones, models of Foster-Ferguson Talent Agcy., 
) Nancy Winkler, hails from Brooklyn 

SIMULTANEOUS EQUAL TIME is what both part 

ies are getting in new Advertising Council 

tv spots aimed at stepping up contributions to candid 

te and party campaigns. Shown here during 

recent shooting of film in Wash., D. C. (l-r): Gordo 

Kinnery, radio tv dir., Adv. Council; Sen. 

Thruston B. Morton; Sen. Henry M. Jackson; Al 

an M. Wilson, v. p. Advertising Council 

The Allen B. Wrisley Co. (Peitsh- 
er, Janda) is readying a tv tesl 
for a new toiletry product, kiddie 
bubble bath in three markets: 
Columbus, Syracuse, and Phoe- 

Campaigns : Buick, General Motors 
I McCann-Erickson I to introduce its 
1961 line via the Bob Hope Buick 
Show, NBC. and a pre-announcemenl 
radio schedule in kev markets . . 
General Foods, I Benton & Bowles I 
to introduce Instant Yuban in tl« 
Dallas area with a multiple spot t\ 
campaign . . . Whitehouse Foods 
refrigerated dressings I McNeill. Mc 
Cleary & Cochran I taking a 13-weel 
saturation flight on KABC Radio, L. A 

Personnel moves: Thomas R 
Smith to General Food Post division 
White Plains, N. Y.. as assistant mar 
ket research manaser . . . Bernarti 

TELETHON for Variety Club Charitie: 
raised over $100,000 thanks to KDKA-TV 
Pittsburgh. Participating performers (l-r) 
Roscoe 'Hennesey' Karns; Clayton 'The Lon« 
Ranger' Moore; Shirley 'My Sister Eileen 
Bonne; and Raymond 'Perry Mason' Bun 


berg (r) tells Trans-Lux Tv's Richard Brandt 
(I), pres., Richard Carlton, v.p. sales, how 
with his latest invention. It's part of Trans-Lux': 
new 'Rube Goldberg's Inventions' series 


troldberg elected v. p. in charge of 
advertising, Schenley Import Co. 

Vew company: The Jerry Fran- 
ten Company, advertising and pub- 
ic relations. Office location: Holly- 
wood, and New York City. 


„aRoche is back in the toiletry 
ield: via 75% of the Lanolin 
'lus account, recently resigned 
»y EW-R&R. 

The LP advertising runs between 
*3.5-4 million with most of its tv tied 
1 with barter. 

LaRoche's share of the Lanolin 

'lus roster includes: Wash V Curl. 

Cash V Tint, Lanolin Plus Liquid. 

Daniels & Charles takes on Rybutol, 

nd Color Plus, and Nail Strengthen- 

Enamel now being tested. This 

j aakes up for LaRoche about as much 

* it lost by quitting Revlon. 

Agency appointments: The Gold 
Seal Vineyards to Kastor, Hilton, 
Chesley, Clifford & Atherton . . . 

Warner-Lambert to Lambert & 
Feasley for Sloan's Liniment and 
Sloan's Balm . . . Overseas Commodex 
Corp. to Lambert & Feasley . . . 
The Lawson Milk Co. to Wyse Ad- 
vertising, Cleveland . . . Schorn 
Paint Manufacturing Co. (div. Na- 
tional Lead I to McCann-Erickson, 
Seattle office. 

Admen on the move: Gary W. 
Harm promoted to media director. 
Karker-Peterson. Minneapolis . . . 
A. E. Staley HI resigned as v. p. and 
account supervisor, Dancer-Fitzger- 
ald-Sample to Arthur Meyerhoff As- 
sociates, Chicago, as marketing direc- 
tor .. . Gordon F. Buck from Foote. 
Cone. & Belding to Aubrey, Finlay. 
Marley & Hodgson. Chicago, as busi- 
ness manager . . . James Blair from 
TelePrompTer Corp. N. Y. to Detroit 
office, N. W. Aver as service repre- 
sentative . . . John F. White Jr. 
from McCann-Erickson to Grant as 

account supervisor . . . Ed. A. Leary 
from Perrin-Paus, Chicago, to Grant 
as account supervisor . . . Nelle Bell 
to Harris & Weinstein Associates, At- 
lanta, as media buyer. 

More admen on the move : Duncan 
John Angier to copy staff, Adams & 
Keyes . . . Evelyn Waldman from Ed- 
ward H. Weiss to Tatham-Laird, Chi- 
cago, as senior marketing research 
analyst . . . Cherie Lee and Jack 
Wallace appointed associate creative 
directors, McCann-Erickson, Chicago 
. . . Harold Balk from L. C. Gum- 
binner to Guild. Bascom & Bonfigli, 
N . i . as account executive . . . Ken- 
neth M. Spence from Norman, Craig 
& Kummel to Chirurg & Cairns as ac- 
count executive. 

Agency additions : Robert Savage, 
James Fisher and John Thomas to 

Ogilvy. Benson & Mather as account 

Thev were named ' 

.*s: August 

,<AIDEN VOYAGE for 65-foot KHJ-TV (LA.) yacht cons 
day trips up the Hudson for N.Y. agency and ad people 

MONKEYING AROUND is penalty KEX (Portland, Ore.) d.j. Lee 
Smith must suffer for losing Zoo Railway d.j. money-raising contest. 
All through the show other KEX d.j.'s threw peanuts at Smith 



Here's how to get a sneak preview 
of the new 5-minute "Sidesplitters" 
by the world's wackiest inventor... 
Rube (who else?) Goldberg. 

One look at the pilot film now available 

for audition and you'll know why this dizzy series 

will dazzle, delight — and sell! 

National advertisers and their agencies can spend 

the most valuable five minutes of a lifet; 

catching this preview (custom-shown 

at your convenience). 

130 of these episodes, each 

with a new invention, and 

starring Joe Flynn and Dave 

Willock with the animated 

artistry of Rube Goldberg, 

will be available for 

TV advertisers in 1961. 





Audition Screenings by appointment: 

Call or Wire: Richard Carlton. Vice President in Charge of Sales 


.625 Madison Avenue. New York 22. N. Y. 

Phone: PLaza 1-3HO 

Chicago • Los Angeles 

! • 3 OCTOBER 19 i ? 

A. Wavpotich, Ogilvy, Benson & 
Mather . . . Otto Prochazka, Danc- 

They were named directors : Har- 
old S. LeDuc and Eugene F. Mc- 
Garvey, Gray & Rogers. Philadelphia, 
public relations department. 


NAB's fall conference in Atlanta 
13-14 October will include talks 
by Noah Langdale Jr., president 
Georgia State College Business 
Administration; and G. Richard 
Shafto, executive v.p. of WIS and 
WIS-TV, Columbia, S. C. 

NAB actions and developments: 

an up-to-date summary of federal lot- 
tery laws — the fourth edition of 
Broadcasting and the Federal 
Lottery Laws. The publication goes 
into: 1. A definition of lotteries. 2. 
Cites federal statutes. 3. Summarizes 
enforcement and penalty provisions. 


The nation's tobacco companies 
spent 11.5% more in tv advertis- 
ing during the first six months of 
this year over the like period, last 
year, according to the Television 
Bureau of Advertising. 

Gasoline companies also favored tv 
with a 45% increase during the first 
half of 1960. National spot billings 
reached a total of $13,199,000, ac- 
cording to TvB. 

Beer advertisers followed the tv 
trend with an increased national spot 
and network tv advertising gross time 
billing for the first six months of the 
year of $26.3 million. Last year's 
comparable time billing: $24.5 mil- 

Ideas at work: 

Clean up time: KTRE-TV, Luftin, 
Texas, sparked a community improve- 
ment program with its Yard Beautiful 
Contest. The format: each week dur- 
ing the campaign, an area home was 
honored as yard beautiful of the 
week. The winner received and dis- 

played a sign in his yard acclaiming 
him as winner. Area folks went all 
out to compete for the honor. 
Whoa-there: WTVN-TV, Colum- 
bus, Ohio, tried the realistic approach 
in an effort to promote its new pro- 
gram Pony Express. The station 
hired a former rodeo horse, put one 
of the station floor boys in the sad- 
dle, and both horse and rider made 
the rounds of shopping areas handing 
out messages which read "See Pony 
Express tonite at 7 on channel 6." 

Station acquisition: WBIR-AM- 

TV, Knoxville, Tenn., sold to the 
Greenville, South Carolina News- 
Piedmont paper by the Taft Broad- 
casting Corp. Sale price: $3,250,000. 
Sale brokered by Blackburn & Co., 
Washington, D. C. 

More power: WVUE-TV, New Or- 
leans, got FCC nod for power increase 
to 316 kw visual and 158 kw aural. 

Sports notes: WHNB, Hartford, 
Conn., telecast of Baltimore Colts 
football games to be sponsored by 

'Mr. Kavloff, a.6 our ttf^ 
0>^ bab«y car<, how do 4* M 
^*Xt o. child qood f" 

wel», *D? tic, 

pretty <jOoc{ I 


Hartford Fire Insurance Co., and 
Connecticut Hank & Trust Co. . . . 
WNHC-TV, New Haven, Conn., to 
telecast Saturday N.C.A.A. and Sun- 
da\ American Football League games 
. .'. K1PLR-TV, St. Louis, to carrj 
Notre Dame football games. 

Thisa n' data: KOCO-TV, Okla- 
homa (it\. debuting a physical fitness 
program for women . . . KEZI-TV, 
Eugene, Ore., to affiliate with ABC. 1 
November . . . WREX-TV, and 
WTVO, assisted 1>\ radio stations 
\\ RRR, WROK, and WJRL, all Rock- 
ford. Illinois, played host to some 50 
Chicago advertising executives, 16 
September, with a get-acquainted day 
tour of the Rockford area. 

Program notes: WKJG-TV, Fort 
Wayne, Ind.; WCSH-TV, Portland, 
Me.; WSPD, Toledo. Ohio: WSTV, 
Steubenville, Ohio; KSOO, Sioux 
Falls, S. D.: WDAM-TV, Hatties- 
burg-Laurel. Miss.: and KVAL-TV, 
Eugene. Ore., to carry NBC's Conti- 
nental Classroom Course in Contem- 
porary Mathematics. 

New station quarters: The Beau- 
mont Broadcasting Corp., owners of 
KFDM-TV, Beaumont -Port Arthur, 
Tex., is constructing a new television 
center to house KFDM studios and 
offices. Contemporary in design, the 
huilding will he ready for occupancy 
b) I January. 

People on the move: Phil John- 
son to WWL-TV, New Orleans, as 
promotion manager . . . Robert 
Dressier from production manager 
WNBQ, Chicago, to production man- 
ager of video tape recording depart- 
ment, same station . . . Don Chap- 
man from Adam Young to WPIX, 
N. Y., as account executive . . . 
Larry Carothers from KVET, Aus- 
tin, Tex., to KTBC-AM-TV, same city, 
as promotion manager . . . Eddie 
Cary to KXJB-TV, Fargo, N. D., as 
staff announcer . . . Richard Paul 
from WBRE-TV and radio, Wilkes- 
Barre, Pa., to WAVY -TV as promo- 
tion & advertising director . . . Mark 
L. Wodlinger to WMBD-TV, Peoria, 
111., as station manager . . . Tom 
Hoover appointed director of news, 

sports and special events of Triangle 
Television group: KVAL, Eugene. 
Ore.; KPIC-TV, Roseburg, Ore.; and 
KCBY-TY, Coos Bay, Ore. 

More people on the move: Rob- 
ert C. Buckley to production man- 
ager, Mrs. Ardis Bequette, pro- 
gram director, Mrs. Phyllis Mitch- 
ell, office manager, and John Par- 
sons, chief photographer, all KHAS- 

TV, Hastings, Neb Ralph Kan- 

na to WHCT, Hartford. Conn., as 
program director . . . Robert B. 
Farrow from KATZ, St. Louis, to 
WICS-TV as account executive . . . 
Janet Byers from KYW, Cleveland, 
to KFWB, Hollywood, as advertising 


Atlanta broadcasting execs — J. 
Leonard Reinsch and Elmo I. El- 
lis have put out a book dealing 
with the radio industry. 

The authors go into the many fac- 
ets connected with radio station pro- 


graining, promotion, advertising, 
merchandising, broadcasting laws, 
and a score of other radio industry 

The book is entitled Radio Station 

Ideas at work: 

For crying out loud: WIL, St. 

Louis, is paying out good money for 
weepers. The idea: listeners are en- 
couraged to send along their weepiest 
hard-luck story for consideration in 
the station's Loser's Contest. The 
hard-luck story that really tugs at the 
hearts of the contest judges wins a 
$100 prize. 

The last word: KABC, LA.. 

proved that women are more adept 
with words when the station's Time- 
buyers Contest was won by four mem- 
bers of the buying profession distaff 
side. The contest: timebuyers were 
asked to contribute the best one word 
description of KABC's programing 
and personalities. The winners: Ruth 
Johnson (Milton Carlson), Sandy 
I Dare (Beckman, Koblitz). Claire 
Moses (The Goodman Organization) 

and Dorothy Staff (Grant Advertis- 

More ideas at work : 

Help from KELP: KELP, El 

Paso, played mother's helper by treat- 
ing the ladies to a morning off. The 
scheme: the gals were invited to the 
leading downtown theater to see, free, 
a special showing of a movie. To add 
to the occasion, the station arranged 
a baby-sitting service for the young- 
sters and a follow-up treat of a snack- 
type breakfast of coffee and dough- 

Happy birthday: KNX, L.A., cele- 
brating its 40th anniversary. 

Station acquisition: KFOX-AM- 

FM, Long Beach, Calif., purchased 
by Max Resnick and Robert Symonds, 
from Kenyon Brown, Bing Crosby, 
and Kevin Sweeney for $850,000. 
Sale brokered by Blackburn & Com- 
pany, Washington, D. C. 

Thisa 'n' data: KOIL, Omaha, 
playing coffee break host to business 

offices by serving coffee in the a.m. 
The special KOIL treat is obtained by 
a phone call from employer to sta- 
tion . . . WCKR, Miami, keeping 
teenagers busy counting station call 
letters painted on a wildly-painted 
auto — Krazy Kar. The winner gets 
the Kar, paint, call-letters, and all . . . 
KXOK, St. Louis, increasing its 
United Nations News service to keep 
pace with current events . . . WKNB, 
West Hartford, Conn., kept telephone 
company frantic when the station re- 
ceived some 7,264 phone calls during 
one week when listeners called asking 
for sports scores, a service promoted 
by the station. 

Sports notes: Lee Adam Pontiac 
agency to co-sponsor Notre Dame 
football games over KGO, San Fran- 
cisco . . . Monroe Auto Equipment 
and Pontiac Motors Division, GMC, 
to sponsor ten-game Notre Dame foot- 
ball schedule over WFIL, Philadel- 

Kudos: WPON, Pontiac, Mich., 
news director Larry Payne recipient 
of Michigan Associated Press Broad- 

casters 1 Division I top newsman 
award . . . kNOk. Dallas-Fort \\ orth, 
winner national award Pet Milk Gos- 
pel Singing Contest . . . WNEW, 
N.Y., presented with citation from 
I he American Bihle Society for its 
program Living Bible. 

People on the move: Bernie 
Mann to WTRY, Albany, as sales 
manager . . . Donald P. Rupert 

from account executive, WRIT. St. 
Louis, to sales manager, same station 
. . . Mort Hall from WBBM as crea- 
tive director, to J. Walter Thompson. 
Chicago office, as creative department 
head . . . James Mergen from 
KDWB, Minneapolis, to KLAC. L.A.. 
as account executive . . . Dwight 
Case from KRAK, Sacramento-Stock- 
ton, to KOBY, San Francisco, as ac- 
count executive . . . William Hoft- 
zer from KFRC, San Francisco, to 
KOBY, same city, as account execu- 
tive . . . Sam Posner from KBAY- 
FM, San Francisco, to KOBY. same 
city, as account executive . . . Robert 
S. Hix, resigned, as general manager 
KHOW, Denver . . . James F. 
Combs to WSAZ, Huntington- 

Charleston, W. Va., as director of 
weather service . . . George S. Diet- 
rich promotion station manager, 
WNBC. WNBC-FM, Vu York City. 
More people on the move: Harry 
A. karr, Jr., to acting station man- 
ager post, \\ RC, \\ RC-FM, Washing- 
ton, D. C. . . . Pat Francois promot- 
ed to program director, KFIV, Mo- 
desto, Calif. . . . Bob Barnett from 
KSRO, Santa Rosa, Calif., to KFIV. 
Modesto, Calif., as d.j. . . . Dick 
Doty to WWIL and WWIL-FM, Fort 
Lauderdale, Fla.. as general manager. 
He comes from Miller, Bacon. Avrutis 
& Simons advertising agenc\ . 

Fm in the Chicago area is in for 
another major hypo. 

A new magazine, Chicago Scene, 
scheduled to break 16 October, for 
bi-monthly publication, will include 
a special section. Fm Highlights. 

Fm'ers in the Hartford area are 
getting together with civic groups, 

educators, and newspaper people 
in an all out effort to stimulate an 
interest in good music listening. 

The occasion: Fm Festival of Mu- 
sic — observed during the month of 

More than 100 key advertising 
execs were given the first presen- 
tation of the recently organized 
kansas City Fm Broadcasters 
Assn. last week. 

The event was sponsored by the 
Electrical Association of Kansas 


Net tv sales: Procter & Gamble 

I Benton & Bowles) to sponsor Vic- 
tory At Sea, 29 December, on NBC 
. . . Ford Motor Co. to sponsor 
Christmas Startime, a 1959 re- 
broadcast, this Christmas, on CBS . . . 
CBS National League Football spon- 
sorship purchased by Philip Morris 
(Leo Burnett I ; P. Ballantine & Co. 
and Sun Oil Co. I William Estv i ; 
Shell Oil Co. (JWT) ; Studebaker- 


Packard i D'Arcy Advertising I ; 
American Oil Co. and Pan Am Oil 

(Joseph Katzl: Falstaff Brewing 
Corp. I Dancer-Fitzgerald-Sample I ; 
Speedway Oil Co. and Altes Lager 
Beer i W. B. Doner i : Standard Oil 
of Indiana I D'Arcy i : National 
Brewing Co. (W. B. Doner); 
Ha m m Brewing Co. (Campbell- 
Mithun) ; Union Oil Co. (Y&R) . . . 
Canada Dry to co-sponsor Walt Dis- 
ney Presents. ABC. 

Net radio sales: Sehaefer Beer 

I BBDO) purchased Monday, Wednes- 
day and Friday sponsorship WNBC. 
Circle of Sports. 

Personnel moves : Milton R. Nea- 

man appointed director of facilities. 
CBS . . . Robert A. Jelinek to CBS 

TV business affairs department. 

Net program notes: NBC to carry 
Bowling Stars, a half-hour taped 
match-game competition between two 
bowling stars, 26 weeks, beginning 15 
October. General Mills I Knox Reeves) 

to sponsor . . . Fred Coe and \rihui 
Penn producing four dramas for VBC 


Rep appointments : WDAF-TV 

and WDAF, Kansas City, to Edward 
Perry . . . WCKR, Miami: KANS, 
Kansas City: WHIS-AM and TV, 

Bluefield, W. Va.; KABL, San Fran- 
cisco; and WYSL, Buffalo, all to 
Clarke Brown, for Southern represen- 
tation . . . WWSR, St. Albans, Vt., to 
New England Spot Sales for regional 
representation . . . KOMU-TV, Co- 
lumbia. Missouri, to Avery-Knodel, 
national representation. 

Personnel moves: John A. Gar- 
land from Scott Paper Co. to sales 
staff Deyney-O'Connell, New York 
City . . . Robert Schneider from 
CBS Television Spot Sales to Edward 
Petrv & Co. as director of research. 

New firm: Sandeberg Gates & Co. 

radio-tv representatives. Offices lo- 

cated: San Francisco, Hollywood, 

An 18-fold increase in mattress 
sales in just ten days is the suc- 
cess story that Ziv-UA is telling 
about Louis Shanks furniture in 
Austin, Tex. 

The syndicated show sharing glorj 
for the success: Sea Hunt, on KTBC- 

Shanks, incidentally, has been in 
tv for six years, all of them with ci- 
ther Sea Hunt or / Led Three Lives, 
another Ziv-L A series. 

Sales: Ziv-UA's Men Into Space and 
KTTV's Divorce Court to WPIX, 
New York . . . M & A Alexander's 
Q. T. Hush, Private Eve to W ABC- 
TV, New York: WIIC, Pittsburgh; 
KSTP-TV. Minneapolis; and KSD- 
TV, St. Louis . . . WGN-TV, Chicago, 
to telecast ITCs Best of the Post in 
color for People's Gas. Light and 
Coke Co. iNL&Bl . . . Barclay Pre- 


Bright people and bright talk make a show with a bright future. It's ABC's FLAIR, 
a new kind of radio variety and home service program. FLAIR'S daily 55 minutes 
is under the egregious aegis of Dick Van Dyke, our choice as Young Adult Of The 
Year. Dick's regulars are (despite appearances) all experts in their fields. They 
make up a long list* of famous types: up-beat, off-beat, down-beat, on-beat. (And 
all definitely un-beat.) FLAIR is strictly for the Supermarket Set . . . the millions 
of young adult women with large families ... the gals with the packaged goods 
habit. FLAIR takes to the air on October 3. Get with it. FLAIR is even fun to buy. 
Let your ABC Radio Salesman tell you all about it. 


LONG LIST; Boris Karloff • Toofs Shor • 
Gussie Moran • Theodore Bikel • Hans ( 
Peggy Cass • Wayne and Shuster • Je, 
Jonathan Winters • Arlene Francis • 

Audrey Meadows • Jean Carroll • Toni Gilbert • David Wade • Eileen Ford • Bonnie Prudden 
nned • Irene Hayes • Johnny Desmond • Martha Rountree ■ Vance Packard • Lawrence Galton 
i Shepherd • Natalie Brooks • Joe Leitin • Orson Bean ■ Betty Walker • Connie Bannister 
lermione Gingold • Phyllis Kirk • Arthur Treacher • Fernando Lamas ■ H. Allen Smith 


Berves (Raj Barron) to present CBS 
Films' Deput) Dawg on \\ HDH-TV, 
Boston . . . Ziv-1 \ a second year of 
Lock I /> to K. J. Reynolds (Esty) 
and Italian Swiss Colon) wine (Ho- 
aig, Cooper, and Harrington) on 
KRON-TV, San Francisco; Pioneer 
Hi-Bred Corn I klau-Van Pietersom- 
Dunlap) on KELO-TV, Sioux Falls; 
and to stations WMCT. Memphis; 
KTVO, and KMJ-TV, Fres- 
no . . . ITC's Best of the Post to the 
Collins Co.. in Louisville, Evansville, 
and Lexington: Kentucky Utilities on 
WPSD-TV, Paducah; California-Ore- 

gon Power in Eugene-Roseburg; 
Union National Bank of Arkansas in 
Little Rock; Miles Labs and Safeway 
Stores on KING-TV, Seattle; First 
Federal Savings Bank and John T. 
Nothnagle Realty on WROC-TV, 
Rochester; Graves Red and White 
Supermarket on WAGM-TV, Presque 
Isle, and to station KGHL-TV. Bill- 

International: CBS Television sta- 
tions division and Goar Mestre open 
their live, tape, and film studios in 
Buenos Aires; the program produc- 









Tied for 2nd place — average } A hour share of audience — 
six a.m. to six p.m. — Monday through Friday — May-June 1960, 
Upper 50% Pulse. 

William V. Stewart, 
WPBC President 

Broadcast Time Sales 
National Representatives 

tion company formed by the two in- 
terests in PROARTEL, and its prod- 
uct will be made available through- 
out the Spanish-speaking world. 
Buenos Aires, incidentally, has more 
than 500,000 tv homes . . . Carl H. 
Goldstein appointed Screen Gems 
representative in San Juan, Puerto 

Programs and production: Jack 
H. Harris will develop a full hour se- 
ries for CBS TV in 1961 . . . KTTV's 
Golden Camera is a program featur- 
ing uncut motion picture classics in 
Los Angeles . . . Rocky Marciano 
signed with Programs for Television 
for a regular series. 

Commercials: Duncan Coffee Com- 
pany's Admiration coffee will use Mr. 
Perk and Senor Bean in the south- 
west. The animated characters were 
created and made by Animation, 
Inc.; agency is Clay Stephenson As- 
sociates of Houston . . . FC&B's Los 
Angeles office received the Golden 
Smokey public service award . . . 
Fred Niles Productions appoints 
Max D. Pride as sales v.p., succeed- 
ing Fred Foster . . . Peter A. Grif- 
fith elected a v.p. of Transfilm- 

Promotion: Screen Gems' Huckle- 
berry Hound for President promotion 
will visit Freedomland on 8 October 
under the auspices of Macy's and 
WPIX, New York . . . NTA is about 
to launch the largest advertising and 
promotion campaign in its history, 
through Moss Associates. 

Tape notes: Philip McEnemy 

joins Videotape Productions of New 
York as sales account executive . . . 
International Video Tape Re- 
cording & Production (IVT) is 
launching its first mobile tape cruiser 
. . . Tape production and playback 
standards were discussed this week in 
Washington, D. C, by the NAB's 
videotape usage committee; meeting 
is under the direction of Bill Mi- 
chaels of WJBK-TV. Detroit; other 
committee members are Virgil Dun- 
can, WRAL-TV, Raleigh; Kenneth 
Tredwell, WBTV. Charlotte; Nor- 
man Bagwell, WKY-TV, Oklahoma 
City; Robert Breckner, KTTV, Los 
Angeles; Stokes Gresham, WISH- 
TV, Indianapolis: Raymond J. Bow- 
ley, WBC, New York, and Charles 


In the Public Interest . . . 

Another citation for WSB-Radio, The Voice of the South 

Congressman John J. Flynt {seated left) congratulates Frank Gaither, general , 
WSB's winning the special "Safetython" award given by the GAB. Looking < 
chairman, and Elmo Ellis, WSB-Radio program director. 

Following a tradition of 38 years of broadcasting in the public 
interest, WSB-Radio joined other broadcasters during the July 4 
holidays to wage an unprecedented safety campaign to save lives 
on the highways. 

The station utilized a three-pronged approach, featuring 1100 
announcements, during a three-day period, with reports from the 
station helicopter, the mobile news units, and prominent state 
and city officials 

This promotion was judged best by the Georgia Association 
of Broadcasters among stations serving a market of more than 
75,000 population. It is this type of programming in the public 
interest that has served to make WSB-Radio synonymous with 
public service in the minds of listeners, and has won for the 
station a tremendous audience loyalty. 


The Voice of the South / Atlanta 

I EdwirdYpetry AICo., Inc.) 

.Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Represented by Petry. Associated with WS0C/WS0C-TV, Charlotte; WHIO/WHIO-TV, Dayton. 
SPONSOR • 3 OCTOBER 1960 73 

Leading^* Dallas agencies place. 

among top 4 stations in total market 
and in top 2 for quality market ! 

E. Corcoran, NBC TV, New York. 

Strictly personnel: Chuck Connors 
will substitute for Charlton Heston as 
an alternate member of the SAG 
board for six months . . . Earle B. 
Harris joins International Telemeter 
as production manager . . . Carl H. 
Law ton appointed sales representa- 
tive for Magna Film Productions of 
Boston and Watertown, Mass. . . . 
SMPTE's Progress Medal award to 
Otto H. Sehade, RCA staff engineer 
at Harrison. Y J. 


Ideas at work: 

Kids love life: WDRC-AM-FM, 

Hartford. Conn., aired the voices of 
35 youngsters, state troopers, town 
police, aides and doctors from hospi- 
tal emergency wards in a Kids love 
life-Drive Lovingly campaign. In ad- 
dition, safety stickers were distributed 
for car bumpers bolstering the plea. 
Songs for presidents: WIND, Chi- 
cago, is adding color to the national 
elections by inaugurating an eight 
program series entitled Songs for 
Presidents. The programs offer a 
wide variety of humorous, patriotic, 
cynical and serious lyrics covering 
election years of the past to the pres- 

Radio helps tv: WYSL, Buffalo, 
started something new in public serv- 
icing when it w<ent all-out to help a tv 
station. WYSL cleared the wav for 
air time to saturate with WNED-TV 
story testimonials bv the city's mayor 
and other business leaders. 

Thisa 'n' data: WIBG, Philadel- 
phia, adding two new public service 
features: Hit and Run, for which j 
the station pavs fifty dollars cash for i 
information leading to the apprehen- I 
sion of hit and run drivers ; and Phila- 
delphia Speaks Out, an education- 
ogram . . . KCHA, Charles City, 
Iowa, beginning third money raising 
campaign for heart operation 
fourth year. Current victim, mother 
of 4 . . WAAF, Chicago, helping , 
the elections along with a Get Out 
The Vote campaign . . . WWLP, | 
Springfield. Mass., resuming West- 
ern Massachusetts Highlights, a I 
program dealing with area subjects, 
and personalities . . . KOCO-TV, 


I'm sold on J I 



Iird work sold him on 7... the same creative energy that has 
ide ABC's Flagship the leader in the growing West. KABC-TV's 
gressive team and vast facilities at TV Center stand ready to 
)rk hard to sell your product You can be sold on 7, too. 

Oklahoma Cit) . airing five minute 
nightb show giving out information 
of nation's most wanted criminals. 

Kudo-: WEYD. New York Cit\. 
recipient of public service award 
for program Jewish Home Show. 
Presentation was made by Medical 
Societj of the Five Counties and the 
Medical Society of New York State 
to Ruth Jacobs, program hostess. 

Service programing: KGO-TV, 

San Francisco, beginning instructive, 
area historical series. Expedition- 

California . . . KABC. L \.. going 

all out in support of Sunair home for 
asthmatic children . . . NBC-TV, 
Y ^ . to -tart telecasting Victory, a 
series of public affairs programs on 
the nation's defense activ itie- . . . 
KNXT. L. A., to premiere seven public 
affairs programs covering new science, 
music, religion . . . WPON, Pontiac, 
Mich., to present Consultation, be- 
ginning this week, a panel show of 
medical problems and solutions . . . 
NBC forming two separate news staffs 
to provide faster and more thorough 
coverage of 1960 elections . . . 

Now you can. listen. 

and compare 
before you buy 
the rich. Syracuse 

N.Y. market 

at our 

ixi by 

. . . Get the proof ol WFBL leadership! Make a personal survey of 
station programming in Syracuse — by telephone. Call WFBL col- 
lect at any time ol day or night to hear the live broadcast of the 
moment by am or all stations. We think you'll agree with local 
listeners and advertisers; the most enjoyable good music, the best 
news reporting in Central New York is heard on WFBL. It delivers 
the audience you want to sell. Listen, compare. Prove it to yourself. 
Phone HOward 3-8631 collect. Ask lor Sponsor Listening Service. 





WBKB. Chicago, to begin local 
science series. 

No thanks — no service: KHOL- 

TV, Houston. Tex., offer to telecast 
program re\ olving around local gov- 
ernment problems and City Hall meet- 
ings was turned down by councilmen. 
The reason: "It would onlj add to the 


NAB fall conferences. Atlanta. Bilt- 
more Hotel. 13-14 October . . . New 
York Pioneers joint meeting with 
Philadelphia branch. Savoy-Hiltoi 
New York City. 4 October . . . An- 
nual Outing Federal Communica- 
tions Bar Association. Manor 
Country Club. Y\ ashington. D. C. 10 
October . . . 10th Annual Hi Fi 
Music Show. Benjamin Franklin 
Hotel. Philadelphia. 18-20 November 
. . . ARF Annual Conference. Ho 
tel Commodore. New York City. 4- : 
October. ^ 




39th St., East of Lexington Ave. 


Salon-size rooms • Terraces • New 
appointments, newly decorated • 
New 21" color TV • FM radio • New 
controlled air conditioning • New 
extension phones in bathroom • New 
private cocktail bar • Choice East 
Side, midtown area • A new concept 
of service. Prompt, pleasant, un- 

Robert Sarason, General Manager 
ORegon 9-3900 


WAVE-TV Gives You 

{therefore 28.8% more food-selling opportunities!) 

jS^ When more people see your commercials, you 
^^/automatically make more sales. So it's impor- 
tant to you that, from sign-on to sign-off in any 
average week, at least 28.8% more families watch 
WAVE-TV than any other television station in 

And you pay less per thousand for viewers on 
WAVE-TV than on any other station in this area. 
A lot less! NBC Spot Sales can PROVE it to you! 




NBC SPOT SALES, National Representatives 


















49th & MADISON 

i Con i in u <>(/ from page 2 1 1 
the main production centers. 

I realize that the nature of your 
magazine prevents you from doing 
this sort of thing too often, hut I 
want you to know that occasional de- 
tails about the top commercial per- 
sonalities, their problems, and their 
skills, will be sincerely appreciated 
(maybe interviews with the top 
money-making announcers, male and 
female, about their approach to a 
commercial I in some of the larger 
markets such as Chicago, Philadel- 
phia, Los Angeles. 

Ham Mabr) 
Birmingham, Ala. 

Wrongly accused 

Our usual reaction to sponsor edi- 
torials is one of complete agreement 
and support: but we feel it our duty 
to voice our objections to your 29 
August, 1960 editorial entitled "Un- 
fair requests by agencies." Our in- 
terest lies in the fact that the ques- 
tionnaire mentioned in your editorial 
was distributed by our firm on spe- 
cific agency assignments. 

As you know, spot radio is the only 
advertising medium where competi- 
tive information is not readily avail- 
able. Tv, newspapers, magazines and 
all other media have regularly pub- 
lished records available for industry 
use, usually based on information 
supplied by sellers. The lack of com- 
parable information on spot radio 
places this medium at a serious dis- 
advantage. We would imagine that it 
is difficult for an agency to adequate- 
ly explain the "not-available" entry 
under spot radio in an otherwise 
complete all-media competitive ex- 
penditure report to a client. The ab- 
sence of such information is certain- 
ly to the detriment of radio. 

The lack of an organized industry 
system for providing this vital infor- 
mation prompted the formation of 
our service to act as a central clear- 
in" house for such information. In 
an effort to comply with clients' re- 
quests many agencies sought this in- 
formation through stations. In sev- 
eral major categories this naturally 
led to much duplication of requests, 
and it is our function to gather this 
information for agencies and at the 
same time eliminate much of the du- 

plication of work on the part of sta- 

We currently conduct surve\s on 
agenc) assignments in the airlines, 
beer, cigarettes, coffee, tea, gasoline 
and other major product categories. 
We serve more than a dozen agen- 
cies — all of whom actively use the re- 
sults of our survey to encourage the 
use of more spot radio by their cli- 
ents. As a central source for this in- 
formation we have eliminated several 
individual agencv surveys in these 
categories and have considerably re- 
duced duplication of effort on the 
part of the stations. Am station an- 
swering our questionnaires can refer 
to us am other form they may re- 
ceive which requests information they 
have already given our firm. 

It is our policy never to request in- 
formation on advance schedules, and 
our reports are prepared from four to 
six weeks after the period involved. 
so the information we furnish clients 
has already been broadcast and is 
after the facts. 

In this same issue of sponsor you 
carried an item regarding spot radio 
expenditures in the beer category. 
This item was released by our firm 
and was based on the results of one 
of the surveys so strongly opposed in 
your editorial. In view of vour long- 
standing campaign for the publication 
of spot radio expenditures, it seems 
contrary to oppose surveys which. 
with our intended expansion, can ulti- 
mately provide such figures. 

The fact that average response to 
our survey is in excess of 80 /^ would 
seem to indicate that the great ma- 
jority of stations are aware that this 
information will be put to practical 
use for the promotion of spot radio 
and, ultimately, to the advantage of 
individual stations. We believe that 
our station respondents appreciate 
the fact that Ave do not abuse their 
cooperation by accepting assignments 
for spasmodic survey prompted by 
their curiosity; but rather that we 
conduct continuing surveys in major 
categories only for mutually bene- 
ficial use b\ reliable agencies. 

In view of your usual policy of 
fair plav. we feel we may look for- 
ward to vour clarification of this mat- 
ter to your readers. 

James M. Boerst 

Owner. Executives Radio 

Research Survey 
Larchmont, A . ) . 






He covered 50 yards in 5 seconds! 





WSAI offers Cincinnati's most comprehen- 
sive drug and cosmetic merchandising 
plan . . guaranteed display in 42 high- 
traffic drug stores, plus counter cards and 
window streamers. Your product as the 
WSAI Special of the Week insures sales 
response from the thousands of shoppers 
who make WSAI a daily listening habit. 
In Merchandising . . in Programming . . 
in Productivity . . WSAI is Cincinnati's 
PACESETTER Radio Station. 

Represented Nationally by gill- perna New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta 


■ ^H7 n 

i S h V i 1 



to the 

1 Way ahead with the news, 1 

1 WLAC-TV won 4 out of 5 1 

1 recent top news awards. w >, 

lefts' "/4 thesaurus 

of fundamentals." 


Second Revised Edition 

By J. Leonard Reinsch and E. I. Ellis 

A completely rewritten edition of a 
standard manual covering new pro- 
gramming and advertising con- 
cepts for radio. It discusses or- 
ganizational set-up, program- 
' lg, engineering, personnel, ac- 
lg, sales, and promotion. 
ill find it 
useful, with clear, cogent pre- 
lplex station 
problems." — -X-Justin Mil- 
ional Association of Broad- 

Tv and radio 

Bill Andrews was named general sales 
manager of KTVT, Fort Worth. Andrews 
began his career in television at KBET-TV, 
Sacramento. Calif., in 1954, following sev- 
eral years of service with the U.S. Air 
Force. At KBET, he worked in both local 
and national sales. Following this, he 
spent some time with the Independent Tele- 
vision Corp. in the South-West Territory. 
A native Californian, Andrews did considerable work in acting and 
directing in the legitimate theater before entering television sale*. 

Dr. Arthur D. Kirsch was appointed to 
the newly created position of research man- 
ager for the American Research Bureau. 
Dr. Kirsch, who joined ARB last year, came 
to the Bureau from the National Security 
Agency of the U.S. Government where he 
had served as research psychologist. Prior 
to this association he was director of tech- 
nical research at Gallup & Robinson. Dr. 
Kirsch received his A.B. degree from George 
and subsequentlv his M.S. and Doctorate in 

Washington University 
Psychology at Purdue. 

Mort Bassett has been named executive 
vice president of Broadcast Time Sales. 
Bassett, who began his career at NBC as 
network salesman and assistant circulation 
manager, came to BTS from Forjoe & Co. 
where he was an executive v.p. and a part- 
ner. Earlier he was associated with the rep 
firms of John Blair & Co. and the Robert 
Eastman Co. In 1958, Bassett purchased 
radio station WORD, Daytona Beach, which he operated until No- 
vember of that year. Bassett is married and the father of one son. 

Robert M. Purcell, director of the broad- 
cast division, has been elected vice presi- 
dent of The Crowell-Collier Publishing Co. 
Purcell is president and general manager 
of KFWB Broadcasting Corp., L.A., as well 
as president of KEWB. San Francisco-Oak- 
land; and KDWB, Minneapolis-St. Paul. He 
is a veteran of some 30 years in the broad- 
casting industry. Prior to joining Crowell- 
Collier. Purcell headed his own consulting firm, Robert M. Pur- 
Television. He is a member of Southern California Broadcasters Assn. 


Jefferson Standard Broadcasting Company 



of facilities 

Varied, creative programming demands 
full, flexible facilities. The influence 
of WBT's superior facilities in producing 
a plus of audience is indirect but 
indispensable to advertisers. 


wbt adds up! 


WSOR • 3 OCTOBER 1960 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

// hen buyers and sellers talk about syndication, they almost invariably mean 
the half-hour show, which has long been the backbone of the syndication side 
of video. Because it is the keystone in the national spot programing struc- 
ture, the availability of facts about it give the half-hour shou an advantage 
in the tv market place. As Richard Carlton, vice president in charge of 
sales for Trans-Lux Tv Corp.. points out. admen might take another look at 
the five-minute show. They might be missing something important if they don't. 


^Jffer a half-hour filmed show today and within a few 
hours the agency's media crew can have read) complete 
costs — for an\ and all markets, for any time slots. 

It's routine. The information is right at hand. Now. try 
the same with a five-minute show. Media wails. "H ou kid- 
ding? We have to do a station by station survey. Might 
lake months. " 

Not months. But weeks, certainly. We know: we've been 
through it. But even if by some chance the information 
was immediately available, media would turn a fishy eye 
upon the account exec. Meaning: "Whatthehell you gonna 
do with a five-minute show.'" 

Good question. From our experience with Felix the Cat 
we can deliver hard-nosed answers on the five-minute va- 
riety to agencies, stations and sponsors. 

t Felix, by the way. was offered first to national advertis- 
ers, including Good'n Plenty candy and Bosco. \^ e got 
tired of their thumb-twiddling, syndicated the show, and 
made a lot more mone\ that wa\ . i 

Does your agencj own a "modest-budget" account (na- 
tional and/or local I who keeps querying, frequently queru- 
l<>u>l\ : "Why cant I gain identification with a specific tv 
show or personality, instead of spending all my money on 

I ell him, "Can do." Simple, too. Contract for a year, 
>a\. for the spots preceding and following something like 
Felix. Announcement -a\>. "And now. Himmelouser's 
Chocolate Drink brings \ou Felix The tot. who lo\e> that 
Himinelouser's." Et cetera. So Felix or whomever, belongs 
to "Himmelouser's." instead of being just a cartoon charac- 
ter in a kiddie show. \nd that's identification. 

i \ number of local advertisers, it so happens, are ready- 

ing such deals now on a local basis, using Felix. Not t 
mention our new five-minute offering, Rube Goldberg's Ir 
ventions. Plug, i 

Five-minute shows are not for adults? At least one is dt 
ing well righfnow. No time slots for "em ? Watch how fa? 
the station will-come up with one if you arrive with janglin^ 
pockets. For instance, right after vour news and just b 
fore your movie. 

Sure, sure, but where else? Anywhere else the station 
doesn't have network fare. Seek, brethren, and \e shall fin 
— with profit. 

The point is, a station is supposed to be flexible. It i- 
generally. and wants to be. always. Means more income- 
love that word! — and aids in building audiences. But agei 
cy and sponsor have to help the station by seeing in a 

Which brings up perhaps the most important point. Or 
big reason for the snails pace progress of the five-minu 
show thus far has been a glaring lack of production valu 
To be kind, it's been tossed together. 

But you mav have noted an improvement in products 
values recently. If you haven't, we're telling you. 

You may have noted, too. a new concept in filming- 
combination of live and animated characters which 
really different. 

One final point: as Number 1 purveyor of the five-minu 
show i we feel i. we welcome others. The more successi 
we five-minute-ers become, the more chance of media sa 
ing: ''Have the facts and figures in a couple of hour 

And that'll be the Millenium! ¥ 


WeeReBeL says: 
I'm climbing into the 

TOP "100 



1293 ft. tower blankets Georgia's second 
largest market*! More than twice the height 
of former tower! 


Total Grade "B" Audience increase of over 
72%. Now more than 1 93,000 television homes 
in 55 Georgia and Alabama counties! 


Ampex Videotape facilities, both live studio 
and on-location remote equipment. 


Georgia's second largest market — the 
Columbus Metropolitan Area with the high- 
est per-family income in the state. 


Established prestige of continuous seven 
year dominance in ratings, homes delivered, 
public service and lowest CPM. 


The same "personal" service from man- 
agement, along with balanced program- 
ming, client contact and community trust! 

*1293' above average terrain 

JimWoodruff, Jr., Pres. & Gen. Mgr. 
George "Red" Jenkins, Dir. of Nat'l Sales 


\\ rj if cuv.. J 

Represented by George P. Hollingbery Company 

i |)NSOR • 3 OCTOBER 1960 


A matter of tv logic 

Tv network encroachment in national spot is bewildering 

and infuriating network affiliates everywhere. 

sponsor learned this during an intensive tour of television 
stations in some 15 western and midwestern markets last 

"Why," the station manager asks, "is our network com- 
peting with us? We are partners in a flourishing business. 
But can a partnership stay healthy under such unequal con- 

Several managers pointed out that the unhappy practice of 
network radio rate intrusion into spot is being repeated, and 
for far less reason. 

Now is the time for the tv networks to stop and consider. 
They are engaged in a "gasoline war" that cannot do any- 
thing but hurt the medium. 

We recognize the competitive pressures among the three 
networks, their desire to broaden their base, to make network 
time more flexible for advertiser use, and to work out 
methods which permit medium-sized accounts to buy into 
network programing. 

But if tv stations, who exist largely on national spot reve- 
nues, are to prosper as partners of the networks, their means 
of livelihood must not be impaired. 

At the present time many tv station men are talking, bit- 
terly but very privately, about the growth of network spot 
carriers in both option and non-option periods. 

Their resentments, however, may easily boil up into an 
unpleasant storm and one which, we feel, is wholly unneces- 

In a fast-moving, ever-changing, tough business like tele- 
vision problems are the norm. But why create a new one 
with eyes wide open? 

We urge that networks consider the consequences of their 
pell-mell flight into spot. Who wants to kill the goose that 
Lays i lie golden egg? 

THIS WE FIGHT FOR: / Stable ill<llistr\ 

diid a vigilant adherence to sound business 
standards which benefit buyers and sellers 


National Purpose: During its ad 
inirable television coverage of 
hunch of Communist leaders assem- 
bled with party hoss Khrushchev i 
American soil the other week, NBC 
kept repeating this announcement 
with its station hreak: "Tonight on 
The Barbara Stanwyck Show, the 
story of a woman who loses her most 
precious possession — her mink coat. 

New ad medium: Token vending 
machines in the New York subway- 
will dispense 30^-worth of tokens in 
a cardboard wrapper imprinted wit! 
advertisements. Should be a good 
place for ads from the bus company. 

Another first: In Canberra, Aus 
tralia, the first person ever convicte< 
under that country's criminal Jibe 
law received a one-year jail term. Ht 
was described by AP as a public rela 
lions specialist. 

Through our maleroom: One of ou 

loveliest blonde secretaries received i 
folder from Esquire which said tha 
by answering a few questions sh< 
could "find out how gentlemanly 
really are." Aw, cmon fellas, lean 
well enough alone. 

Capital labour: A London psychia 
trist is reported by UPI as sayii 
that a bad-tempered boss is probabl 
sex-starved and that employees shouli 
pity him because undoubtedly he 
"the henpecked husband of a socia 
climber or a female iceberg . . . pron 
to carry his grievance to work." Ther 
his emotional forces are liberated i 
dressing down some luckless subord 
nate. Suggested solution (oursi 
"Now, boss, some of tlie fellows imv 
gotten together and arranged . . 

What then?: Over the radio trj 
other morning we heard that "Jess 
Smith survived a 10th round knoct 
out to hold Henry Hank to a dra^ 
The crowd booed the decision. 
Everyone's excitable these days. 

Let's cooperate: Orson Bean rea 
that our Space A«enc\ sent a rocki 
ship up 123 miles at a cost of $*] 
million to lake a photograph of ll 
whole world, but the picture wi 
ruined. Somebody moved. 



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Wire, write or phone TS/LGr^l/L 
MGM-TV, 1540 Broadway, New York , N. Y., JUdson 2-2000 


46(fOf*i UtWM*: Stories of the man hired to 




Against a background of luxurious hotels, exotic 
nightclubs . . . interesting people seeking fun and 
excitement! A gay, care-free resort that must fce 
kept free of undesirable guests, embarrassing scan- ' 
dal, crime of any sort! 


Ziv-United Artists captures the adventure, excite- 
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■ P- starring 


40« a copy* $8 a yaar 



/here there's a Storz Station . 
lere's result ful advertising! 




today's Radio 
lor today's selling 


represented by John Blair & Co. 

WTIX represented by Robert Eastman 


Complaints that top 
agencies squeeze out 
smaller competitors 
are checked, answered 

Why the agency 
tv exec is 
not expendable 

Page 30 

Agency webs' 
rising role 
in air media 

Page 32 

Reaction mixed 
to station's 
'golden rules' 

Page 36 



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/ ol. II. Vo. /' 





Do big agencies control spot tv? 

27 Admen and representatives outline this annual complaint and where it 
comes from, separating fact from the fiction on the big agency "squeeze" 

Agency tv execs: Not expendable 

30 They retain their importance in direct proportic 
the industry, despite a shift to buying spot 

Why Esquire stays with tv 

32 Esquire agency Mogul, Williams & Saylor 
for reaching food brokers, salesmen with t 

to their standing in 
arriers. participations 

offers economical method 
ipe of company president 

Agency webs boost air role 

34 Seven national agency networks see bright future with more and I 

broadcast media activity. Over 190 agencies are network affiliates 

$1 million-a-day on tv for food ads 

36 TvB figures for first half of this year show time and talent total is 
more than $180 million. Biggest ad category is coffee, tea, food drinks; 

Reaction to KYA 'golden rules' mixed 

36 Agencies consider this station's 'dignity" move a significant step. Some 
broadcasters call it routine, while others find it a bit embarrassing | 

Old flicker technique finds new place in tv 

39 Assigned the task of recreating scenes from 1910 period. Jamieson Film; 
Co. digs out old hand-crank camera to do job the modern camera can't | 

What's going on in Mexican tv advertising? 

40 There is more U. S. advertiser interest in south-of-the-border video than; 
other Latin-American markets, but expansion is limited by certain factors 


12 Commercial Commentary 

60 Film-Scope 

25 49th and Madison 

64 News & Idea Wrap-Up 

6 Newsmaker of the Week 

64 Picture Wrap-Up 

42 Radio Basics 

16 Reps at Work 

73 Seller's Viewpoinl 

46 Sponsor Asks 

62 Sponsor Hears 

19 Sponsor-Scope 

74 Sponsor Speaks 

44 Spot Buys 

74 Ten-Second Spots 

72 Tv and Radio Newsmakei 

59 Washington Week 


SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation n 
Advertising Offices: 40 E. 49th St. (49 & Madison) Ntw York 17. N. Y. Telephone. MUr • 
Hill 8-2772 Chicago Office: 612 N. Michigan Ava. Phona: Superior 7-9863 BirminiM 
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sune, 
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave., Baltimore II, r/ol 
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 J 
year. Other Foreign countries $11 per year. Singlet copies 40c. Printed in U.S.A. aooi •> 

I960 Sponsor Publication* Inc. 

10 OCTOBEK \9t% 


An electrical storm extinguishes the lights,* but not 
the spirit of an indomitable H-R representative, hard at 
work on a campaign proposal involving WMAL-TV. 
He requests, and receives, two candles from his secre- 
tary, lights them, and goes on with his work. Sensing 
an opportunity for one of these ads, the secretary 
points out that although the candles are of equal length, 
one will burn for four hours, the other for five. 

When the lights go on, what is left of one candle is 
exactly four times as long as the remainder of the other. 
Our man is no clock watcher, but he needs to know 
how long he worked by candlelight for time records. 
As you've no doubt guessed, he quickly and easily 
computes this. Can you? 

Send us the correct answer and win a copy of 
Dudeney's "Amusements in Mathematics" — Dover 
Publications, Inc., N. Y. Repeat winners can be assured 
of receiving a different prize. 

*Good way to throw light on your product in Wash- 
ington is via WMAL-TV's first-run, late-nite movies. Y out- 
local H-R man will be glad to discuss this light source. 


Washington D. C. 

An Evening Star Station, represented by H-R Television, Inc. 
iliated with WMAL and WMAL-FM, Washington, D. C.j WSVA-TV and WSVA, Harrisonburg, Va, 

10 OCTOEEB 1960 5 












aPO %*»5>0 '^SXZ '^aZXD '^^SXD 'x»! 


Dominates the Major Long Island Market (Nassau) 

. . . Delivers MORE Daytime Audience than any 

other Network or Independent Station! 


►10,000 WATTS 



of the week 

/. Walter Thompson last Thursday made an important boic 
in the direction of its creative talent icith appointments of a 
( hifwgo man as the company's first executive rice president 
and a Detroit man as the first r.p. from that branch. Further, 
it noted the importance of $135 million in air bailinga b% 
naming broadcast v. p. Dan >e\mour to executive committee. 

The newsmaker: ' bs, 55-> ear-old manager 

of the Chicago office of J. Walter Thompson and a "company" man 
for more than three decades, takes over a post new to this behemoth 
of advertising: that of executive vice president He will continue 
to headquarter in Chicago. 

The move gives a significant and approving nod of management 
sanction to Reeves as well as to the Chicago operation which he has 
directed for nine years. A corollary sanction went to another key 
center of JWT activity, when Wil- 
liam D. Laurie. Jr.. manager of 
the Detroit office, was elected to 
the board of directors. 

The changes, announced by 
president Norman H. St: 
firm ad row predictions that the 
companv is interested in broaden- 
ing its management and creative 
base as well as strengthening it. 

These new appointments — as 
well as that of New l ork v. p. 
Wallace Elton to the executive 
committee — place these men in 
line to match the pace and growth of the company itself. The diversi- 
fication of power and authority among key executives has the ap-l 
pearance of integrating them more closely with New lork. 

Ge::_ ressional advertising career has spanned 31l 

years with JWT. where he started to work at the age of 24 < in 1929 I 
as a copywriter in the Cincinnati office. 

In 1934. Reeves was transferred to JWTs Chicago office. wherJ 
he was promoted through the years to copy group head, creative 
director and vice president 1 1944 1 . a director 1 1950 » . Chicago offic J 
manager and a member of the executive committee 1 

He"s been active in professional groups, primarily in behalf cfl 
the American Assn. of Advertising agencies for which he has served 
as governor and vice chairman of the central region and chairma "m 
of the committee on the improvement of advertising content 1 194f ■ 

52 . as a national director 1 1954-1957 1 and as vice chairma J 
■ 1958-1959*. He and his wife. Margaret, live in suburban LakM 

JWTs announcement notes the executives "were schooled in creaj 
tive phases . . . suggesting the intention of Strouse to place ren< 
emphasis on creative assets. . . ." 


Remember How Exciting 
Television Used To Be? 


In those days, loyal, top-rated audiences were built on exciting local 

personalities, exciting local sports and news coverage, and exciting 
editorializing, combined with potent network programming. 
In these days, WPRO-TV still builds (and holds) audiences in Southern 

New England with 12 top-rated local personalities, covering sports, news and 
children's programs, plus C.B.S. programs and first-run movies. 

For exciting availabilities, backed by exciting ratings, call 

Gene Wilkin at Plantations 1-9776 or your Blair-TV man. 

WPRO-TV Providence 


what has an eye^Lpatt 

Two things. 

One — it points out how brilliant a job 
advertising can really do. Two — it proves that 
the advertiser who does it generally 
winds up with the business. 

The moral is obvious. 

Which brings up two things more. 

One — there are some 7500 men and women 
involved in the purchase of national spot. 
7 • .7 Of this number — the top 2000 control over 

t i (10 WT/tfl t/OU f 95% of the total business. We call them 

the "influential 2000". The most economical 

way to pre-sell this "influential 2000" is 

via a schedule in SPONSOR because SPONSOR 

has the greatest penetration of influence 

with this "influential 2000" of any book 

in the broadcast field. 

Two — give your ads a "patch" of individuality. 
Without it— the page you buy is empty. 
With it — you can spark a purchase, increase a 
schedule, motivate a new appraisal, change 
a buying pattern and build your station's 
volume every year. 



40 East 49th St. MU 8-2772 New York 17 

Helpful, intelligent 

programming sets the mood 

that means response to 

your sales messages on 

KOIN-TV, the medium in 

Portland, Oregon and 32 

hard-buying surrounding 

counties. Your customer 

tuned to KOIN-TV is in a 

receptive mood ... a mood 

we've cultivated with a 

program format that's 

tailored to fit the needs and 

desires of our community. 

Check the latest Nielsen 

for proof*. 






KOIN-TV • Channel 6, Portland, Oregon 

One of America's Greol Influence Stations 

Represented NoHonolly by CBS-TV Spot Sales 



Executive V 

Bernard Piatt 

Elaine Couper Gli 



Executive Editor 

John E. McMillin 
News Editor 
Ben Bodec 
Managing Editor 

Alfred J. Jaffa 

Film Editor 

Heyward Ehrlich 
Associate Editors 

Jack Lindrup 
Ben Seff 

Walter F. Scanlon 
Michael G. Silver 
Ruth Schlanger 
Diane Schwartz 

Art Editor 

Maury Kurtz 
Production Editor 
Lee St. John 
Readers' Service 

Barbara Wiggins 
Editorial Research 

Barbara Parkinson 

Sales Manager 

Arthur E. Breider 
Eastern Office 
Willard Dougherty 
Southern Manager 

Western Manager 
George Dietrich 


L. C. Windsor, Manager 
Virginia Markey 


S. T. Massimino, Assistant to Publisher 
Laura O. Paperman, Accounting Manager 
George Becker; Anne Marie Cooper; 
Michael Crocco; Syd Guttman; Wilke 
Rich; Irene Sulzbach; Dorothy Tinier; 
Flora Tomadelli 





Buyers who know the best 
are snapping it up . . . Pacific 
Gas & Electric Co. (through 
Batten, Barton, Durstine & 
Osborn) signed the series for 
San Francisco, Bakersfield, 
Chico-Redding, San Luis 
Obispo, Salinas-Monterey, 
Eureka and Fresno . . . astute 
station groups like Triangle 
bought for all of their mar- 
kets including Philadelphia, 
New Haven-Hartford, Al- 
toona-Johnstown, etc., and 
Crosley Broadcasting for 
Cincinnati, Columbus and 
Atlanta . . . and the list of 
available markets shrinks 
every day! 

Wire today to secure the 
"best" series - BEST OF 
THE POST - for your 


488 Madison Avenue • N.Y. 22 . PL 5-2 C 


were Putnam's words at the battle of Bunker Hill, June 17, 1775. Those muskets had a 
3ge for the British ... and it was a message that got through! We think there's a lesson here. 

aim your fire and then get the best dispatcher you know to carry it, be it muskets or a radio 
>n. Balaban Stations are famous for carrying messages direct to the buyer. On a Balaban 
|n, your message rides on top-flight programming, strong, popular personalities and keen selling 
jv-how". Day in, day out, the message gets through with Balaban -couriers par excellence. 

Ill B/VuiilMill ulAlIUXlU in tempo with the times. John F. Box, Jr., Managing Director! 


Concentrate in 

by John E. McMillin 


Did you know? 

Over 233,000 
TV Homes 

• • • 

A Billion Dollars 
in Retail Sales 

• • • 

All in the 


TV Market 










Lousy at promoting themselves 

^ hy is it that advertising agencies, the eager- 
beaver image-builders of our industrial society, 
do such a horrible job of self-promotion ? 

Recently I tossed this ancient trade question 
at Dave Stewart, newly named president of Ken- 
\ on & Eckhardt. over a luncheon at the Barclav. 

Dave, himself, readily admitted the indictment 
and. as far as K&E is concerned, is determined 
to do something about it. His new plans include an expanded public 
relations program which should. I think, pay off. 

But why are so many of our other top 20 shops s<> shv. awkward 
bashful, and confused about merchandising their own virtues? 

If you had to judge Young and Rubicam. J. Walter Thompson 
McCann-Erickson. BBDO. and Bates on the basis of their own com 
panv public relations, you'd end up by establishing a house agency 

Benton ^ Bowles. Compton. N. W. Aver. Foote. Cone & Belding. 
Lennen & Newell — none of them has for its own promotion the kind 
of careful coordinated program it would recommend to its humblest, 
half-million-dollar client. 

When I myself was in the agency business. I was vaguely aware 
of these deficiences. But now. as an outsider, and especially as an 
editor who is almost daily subject to the blandishments of high-pow- 
ered public relations people. I am absolutely appalled by the agen- 
cies" promotional backwardness. 

I think thev are missing opportunities. But what is much worse. 
I think thev are growing dangerouslv careless about their own preci- 
ous corporate images. 

Big boys with blurred images 

The other dav. just for fun. I tried to jot down m\ impressions ii 
the company personalities that are now being projected by some or 
our leading agencies. 

I was startled to discover how blurred and fuzzy these images haw 
become over the years. 

Young & Rubicam. for instance, once exuded an air of bright. 
vouthful creative vigor that was made solid and substantial by th j 
presence on its staff of such specialists as Don Stauffer and Hubbeil 
Robinson in radio. Tonv Gahagan in media. George Gallup in re-l 
search. Vaughn Flannery in art. and many famous copy men. 

But the impression I get of Y&R today is vague, shapeless. A bid 
capable shop. A lot of hard-working people. More shirtsleeves tha u 
in the old days. But more anonymity, too. And. I think it is fair 1 1| 
sav. less color, glamor, interest, and appeal. 

Or take Thompson. Always a complex personality. JWT once ha 

its dazzling nighttime radio dominance, its much discussed test 

monial campaigns, its shrewd Fleischmann's Yeast strategy to adl 

i Please turn to pa^e 11 I 


ere else could you get all these entertaining people together. 
:ept on the fresh, new hour show : 

'may name-drop for a moment . . . our guest list is impres- 
jlust check the group assembled here (identified above, if a 
[should escape you), playboy's penthouse relies on an old- 
ened, but always unbeatable factor: superb entertainment 
by the show business people everybody is talking about 
ione coast to the other. Add to that an atmosphere of a 
oticated penthouse ... a witty host* who projects a mood 

of easy informality and graciousness . . . and you have a sho\ 
that has great appeal for a vast audience, playboy's penthous 
is available now for syndication— 26 one-hour shows. Arrang 
for a screening now. This is the show to Mtfe-. W ' 
watch. *Hosted and produced by Hugh M. 
Hefner, Editor and Publisher of Playboy 
Magazine, official films, inc. 




We've got the moxie, make no 
mistake! And that's why soft 
drink advertising has increased a 
smashing 121% in three short 
years on WPAT. There's nothing 
"like the sparkling effervescence of 
our programming for refreshing 
soft drink sales throughout 31 
counties in New York. New Jer- 
sey. Pennsylvania and Connecti- 
cut .. . an area where more than 
17.000.000 people live, work 
and get thirstv in more than 
5.000.000 radio homes. Ask the 
purveyors of America's leading 
potables. Ask Canada Dry, Coca-- 
Cola, Hoffman. Xehi, Pepsi-Cola. 
Seven-Up, While Rock or any- 
body else who. in the last three 
years, has advertised on WPAT 
Popularity moves products and 
you get popularity in the big. big 
bottle on WPAT ... the station 
with the sound of success. 


Commercial commentary (Com. from P . 12> 

piquancy and zest to its solid, conservative Ivy League and J. P. 
Morgan character traits. 

But Thompson today? Well, it's the biggest, of course. And ob- 
viously competent and powerful. But I get no very vivid impressio: 
of what Thompson is or stands for, even though Norman Strouse i 
recently announcing promotions for four top executives, stressed the 
fact that they all had creative backgrounds. 

BBDO, under Ben Duffy, had an aura of brass tacks, down-to- 
earth realism that was quite different from the personality that Bruce 
Barton and Roy Durstine gave it but was also a verv positive image. 

But now BBDO. in the face it presents to the public and the trade, 
seems strangely lacking in individual identitv. just as agencies like 
Benton & Bowles, Foote, Cone & Belding, Compton, D'Arcy, N. W., 
Aver seem hardly distinguishable, one from another. 

The search for identity 

I am not suggesting, of course, that these remarks are an accurate 
appraisal of the agencies themselves. I know they are not. 

They're simplv impressions, picked up from reading hundreds of 
press releases, items in advertisting columns, articles in trade jour- 
nals, agency house ads, and speeches by agencv principals, as well a: 
a good many talks with my agency friends. 

Moreover, as impressions they should not be taken as criticism 
of such hard-working agency public relations men as Harry Rauch 
of l \R. Carl Spielvogel of McCann, and many others. 

The fault (for I think it is a fault) does not lie with them but withj 
the policy-making levels of agency management. 

The fact is that agencies too often limit all their creative efforts ai 
self-promotion to the short sharp strokes of a new business presenta- 
tion. And they neglect the preliminary selling that could make theiij 
way much smoother. Also, through shyness, self-consciousness, pom-| 
positv, and plain lack of imagination, they fail to recognize the chan- 
nels which are open to them for establishing a positive and attractive 
image with many potential customers. 

There are, for instance, house ads. But most agency house adver 
tising today is sporadic, unplanned, spur-of-the-moment stuff, liki 
the Ted Bates blast against the FTC last winter, and the recent Bur 
nett protest against anti-advertising speeches at the conventions. 

Neither of these great agencies would ever dream of recommendir< 
such in-and-out advertising strategy to a client. 

Then there is the advertising trade press which the Wall Stre 
Journal has called the best that any industry enjoys. 

As an editor I promise you that there are opportunities to bui d 
valuable prestige through the editorial pages of the trade press whicl 
not one in 20 agencies is smart enough to take advantage of. 

Finally, there are the outside activities of agency executives whica 
if properly thought through and organized, could contribute so greatll 
to over-all agency reputations. 

When an agency president agrees to become head of a Red Crosl 
or Heart Fund drive and this news is solemnly sent out in a prea 
release I am not sure that it adds much to an agency's stature. 

For that matter, when Marion Harper delivers a ringing spee^ 
praising "the spiritual values inherent in luxury," I don't quit 
know what it contributes to the McCann-Erickson image. 

But there are activities which could contribute a great deal 
wonder why agencymen aren't creative enough to find them? 


r hrough the Bureau of Standards with 
Three Barleycorns and a Nose Tip 

Pinch, the noun, used to be a unit of 
measure — the quantity of a commodity 
that could be taken between thumb and 
forefinger. An inch was the length of the 
terminal joint of the thumb — or the length 
of three barleycorns laid end to end (which, 
properly fermented, could be stretched to 
a mile) . The hand, in case you have any 
tall horses to measure, is just what you 
think; equally prosaic is the origin of foot. 
Yard was the distance from nose tip to 
fingertips of a man's arm extended parallel 
to the ground; it was also a step's length, 
except to that breed apart, Harvard men, 
who made it hallowed ground. An acre was 
what a yoke of oxen (and a man) could 
plow in a day, a rod four yoked oxen 
abreast. A score was a mere tally mark, an 
abacus a matter of sliding pebbles (not un- 
like devices encountered by men whose 
misspent youth included visits to the pool 
hall) . 

This was pretty subjective stuff. Today 
the length of a yard is precisely delineated 
by a metal rod kept by the Bureau of Stand- 
ards. Its length is constant, regardless of 
whether Republican or Democratic nose 
tips are involved (although temperature 
variations can measurably change the 
length of a piece of metal) . With reason- 
able accuracy we measure gross national 
product (in dollars that vary) , the dimen- 
sions of Miss America (not measured in 
pinches) , the amount of Grade A land in 
Iowa (25% of the nation's total — in rich 
acres) , and the number of television sets 

in WMT-TV's coverage area (426,000) and 
we figure that most are working. 

We segue to another measurement, a 
modern-day manifestation slightly larger 
than a man's hand that, with biblical veri- 
similitude, grows by statistical projection. 
We refer to surveys. Of these there are sev- 
eral types, varying in depth, breadth, and 
method. But no matter which ones for our 
area you subscribe to, WMT-TV leads in 
all time periods from 9 a.m. until sign-off 
in share of audience, Sunday through 

WMT-TV. Cedar Rapids— Waterloo. CBS 
Television for Eastern Iowa. Affiliated with 
WAIT Radio; KWMT Fort Dodge. National 
Representatives: The Katz Agency. 


nail down 




ABC Television in Son Antonio . . . 

the Greatest Unduplicated Live 

Coverage in South Texas! 

Represented by 

Reps at work 

Roy Holmes, general manager. Quality Music Stations, New York, 
feels "the large agencies have not as yet made the effort to properb 
appraise the opportunity fm presents to many of their quality prod- 
ucts or service accounts. There has been entirely too much routine 
buying. Some of them have talked of their interest in the medium 
but have never used it. Fm is a 
young and vital medium which has 
grown tremendously within the 
past year. It offers a selective mar- 
ket with the best buying power, 
and its audience is receptive. From 
various surveys it appears that 
46% of the fm audience has an 
annual income of between 85.000- 
$10,000, with 49.8% earning from 
$7,500 up. The size of this adult 
audience is attested to by the 15.5 
million fm sets in the U. S. today. 
Hooper ratings show that in 28 major markets fm stacks up as com- 
petitive with am. Strong increase in fm by such agencies as Doyle 
Dane Bernbach. Al Paul Lefton. and Victor Bennett is very signifi- 
cant. Also, a good part of the present interest comes directly from 
clients, such as Hamilton Watch. Grace Line, and Arnold Baking. 

Charles Bernard, president. Charles Bernard Co.. New York, re- 
ports gratifying agency enthusiasm over the first national survey of 
the country and western music market, conducted for his outfit by 
Pulse. It revealed that 18 r ^ of the populace in 18 markets are c-w 
fans. "We didn't need the survey to convince us or the stations we 

r m ...^ mt a n represent, but were sure glad we 

have it on hand for those agencies 
that still buy only by the numbers. 
In our four and one-half years of 
^^— « "VB^ m specialization with stations that 

m.^ ^kJF program carefulh selected coun- 

**; try music, we have sold over 50 

W^mt blue-chip advertisers, with the Sin- 

clair account running on 30 sta- 
tions for over two years. For an 
9 average minute spot rate of $7 on 

our stations, we deliver 1,000 loy- 
% al listeners for less than the cost of 

a seven-cent air mail stamp. A 85 20-second spot buys 1.000 listeners 
for only four and one half cents, and a S3 I.D. delivers 1,000 prospec- 
tive buyers for less than the cost of a three-cent stamp. Our slogan is. 
We'd rather have 100.000 loyal listeners who will buy. than one 
million who will just listen. Our network totals over 50 stations." 






. 3 P W- 9 =00 P.A,. 




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in North Carolina 






~v v 









where WSJS television 
gives you grade A 
coverage of more homes than 
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High PomiY ' " 7' . 

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10 OCTOBER 1960 



I WS^ 


I ■ 

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Twenty-Five Per Cent. Lower Than Ever Sold Before. 

StS^A ' . 


r jr» & wott-ts, 



Lancaster, Pa. 
NBC and CBS 


316,000 WATTS 

Best buy in the Lancaster/Harrisburg/ 
York area today. This Channel 8 station 
is far and away the favorite in these three 
metropolitan markets and in many other 
communities as well. WGAL-TV delivers 
this responsive, prosperous viewing 
audience at lowest cost per thousand. 


CAcuobd £ 

Lancaster, Pa. 

NBC and CBS 

Clair McCollough, Pres, 

Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


10 OCTOBER I960 
Ca»yrl|ht I960 


There's a movement afoot among bellwether tv station operators that could 
have decided repercussions in two areas: (1) chain-break privileges and (2) 
ground rules for network product protection. 

What these broadcasters are basically aiming for is a grand reappraisal of the economic 
climate created for affiliates — particularly with regard to spot business potential — by the 
myriad new ways that network time and programing are being sold. 

Changes in network selling concepts, it is contended, make it imperative that networks 
and affiliates jointly embark on a study centered around these questions: 

1) Has the mushrooming of nighttime as well as daytime spreads and participations, the 
crossplug, the hitchhike, the cowcatcher, etc., substantially undercut the affiliates' posi- 
tion in the sale of spot? 

2) Have these practices made antiquated and impractical the traditional rules 
relating to product protection and their amplication to chain-breaks? 

3) Should revisions be weighed for (a) the allotment of more time for chainbreaks, 
(b) the placement of the ever-expanding credits crawl and (c) and any other standards 
that would compensate affiliates for the economic squeeze engendered by the changing com- 
plexion of network selling concepts? 

(See 17 October sponsor for a full-dress probe and analysis of this issue.) 

A somewhat surprising sudden entry into radio : Fisher Body (Kudner) for 
eight weeks, starting 7 November. 

Other radio buys of the past week: Pall Mall (SSCB), using 50 spots a week for one 
week each in November and December; Chapstick (Gumbinner), in six-week flights; Kraft 
Miracle margarine (NL&B). 

Incidentally, reps with top stations in major markets report they're unable to clear for 
any more business in traffic times before 1 December; the schedules are that loaded with 
automotives, cigarettes, gasolines, toiletries and foods. 

National spot tv keeps perking along with new business for the fall. 

The orders and calls for availabilities include: Lever Imperial margarine (FC&B), 
eight weeks; Tenderleaf tea (JWT), five weeks; Lipton Tea (SSCB), seven weeks; O-Cello 
(D-F-S), four weeks, Yuban ground coffee (B&B) six weeks; Jergens lotion (C&W), three 
weeks; Simonize (D-F-S), six weeks, packages based on total ratings. 

King Sano cigarettes will do a series ©f weekend spot radio blitzes starting the 
middle of this month via LaRoche. 

The initial flight's are for six weekends. Markets: New York, Los Angeles, San Fran- 
cisco, Philadelphia, Washington, Cleveland, Boston and Detroit. 

Reps are wondering just how much will come of the sweeping requests for 
availabilities that they're getting from GB&B in behalf of the Democratic National 

Instead of suggesting a pattern, the queries cover the whole waterfront. The agency's 
asking what's open in minutes, 20's ID's, prime, daytime and fringe time, etc. 

Already the committee has disclosed to the press that it's had to call off some reserved 
network time because of a stringent bankroll. 




SPONSOR-SCOPE continued 

You might call this the end of another era: Wrigley, after 31 years with CBS 
Radio, switches its network radio business to NBC in late December. 

The close personal link over these years, of course, had been Phil Wrigley and Les Atlass, 
CBS' now retired midwest chief. Now running the gum company's advertising roost 
is a nephew, Wrigley Offield, who, CBS notes, attended college with NBC's Bill McDaniel. 

It is also recalled that during the past era, CBS spent some of the millions it got from 
Wrigley as a tenant of the Wrigley Building on Michigan Avenue. 

Pillsbury's planned 52-week spot tv buy seems to have bogged down in mid- 
stream due to some budgetary confusions. 

Turns out that some of the money that had been allocated for the spot campaign to meet 
the stiff cake-mix competition had been siphoned into network participations. 

The agency, Burnett, is now waiting for budgetary realignments before going ahead 
in all the proposed markets. 

Toni's also got a candidate in the hair-coloring sweepstakes: Colorcade. 

It's being tv-tested via Wade, which helped launch Alberto-Culver's Treseme. 

For those agencies that occasionally are asked by clients how each network has fared 
in average cost-per-l,000-homes-per-commercial-minute nighttime over the past 
five years SPONSOR-SCOPE has compiled the following table: 


1956 $3.93 $2.80 $3.31 

1957 3.82 2.65 3.52 

1958 2.86 2.97 3.27 

1959 2.66 2.93 3.43 

1960 2.78 3.17 4.17 
Note: All averages are based on January-February reports. 

Spot tv may eventually find Japanese-made products a substantial source of 


Reps last week got a letter from the New York branch of Dentsu Advertising, Ltd., asking 
that it be placed on station information mailing lists, because it was in process of checking 
its account lineup for tv prospects. 

The letter stated that Dentsu was the largest agency in Asia, with $130 million in 
billings and a network of 30 branch offices in Japan alone. 

For the first time since 1954 U. S. Steel will forego its Operation Snowflake, 
which has served as a boon for spot during the Christmas selling season. 

The promotion put the spotlight on kitchen appliances made of steel. 
Explained BBDO: the objective has been totally accomplished. 

Even before the new tv network line has had a chance to go on public display, 
certain agencies are off" and running in their planning and searching for next 
season's programs. 

Ask them why and they tell you the cause is two-fold: (1) they're worried that the look- 
alike of nighttime programing may become so palling that chunks of regular view- 
ing will drift away; (2) their agencies have fortunes at stake in the medium and they have 
to do something on their own to protect this interest. 

What it could mean: free lance producers will have a better chance to compete 
with the machine-made stuff of the big Hollywood studios, providing they're working on 
things which depart from threadbare formulas. 

20 SPONSOR • 10 OCTOBER 1960| 

SPONSOR-SCOPE continued 

The tv networks don't appear to be in a hurry on making a decision on what 
two-and-a-half-hours of the nighttime schedule they'll carve out as option time. 

Inquiry by SPONSOR-SCOPE last week, generally speaking, elicited this response: we're 
weighing all the factors and facets but we can't say how soon before the first of the year we'll 
be ready to move in rewriting our contracts with stations. 

NBC TV affiliates are garnering something of a harvest from the spate of min- 
utes that the network has opened up to them in nighttime programs. 

Some reps report that they've already sold out of these odds and ends. 
Although the spots are recapturable on two weeks notice, the network has assured the 
affiliates there's little chance of anything happening before 1 January. 

Apparently Vitamin Sales (Fairfax) is now convinced that daytime tv can de- 
liver mail orders in steady profusion. 

It used to buy a quarter-hour at a time and wait for returns. 

Last week the firm gave ABC TV an order for seven quarter-hours to be run off in a 
13-week cycle. 

It doesn't look as though the 1960-61 season will have as many trade associa- 
tions using network tv as did the previous one. 

The lineup at the present moment: 


American Dairy Assn. Today 

American Gas Assn. Barbara Stanwyck alt. wk. 

Watchmakers of Switzerland Today 

Pan-American Coffee ABC TV daytime 

U.S. Brewers Foundation Specials 

Among the missing: Florida Citrus, Edison Electric Institute, Florists Telegraph. 

NBC Radio estimates it will show a profit of over $3.25 million for 1960, and 

that its compensation to stations will come to about $3 million. 

The network says its income from co-op is less than 2% of the total take. 

Armour (FC&B) has allied itself with ABC TV for a combination package. 

The order covers four weekly quarter-hours of daytime and participations in the Untouch- 
ables, Hong Kong and Maverick. Annual rate of the business: $6.5 million. 

ABC TV appears to have become miffed at NBC TV's tendency to skip around 
among age groups in claiming housewife viewing predominance. 

With the intent of stopping NBC in its tracks ABC cites a couple of tables on total 
housewives reached per week, noon to 5 p.m., Monday through Friday. One table 
was put out by NBC a couple of months ago. The data was based on ABB December 1959 
audience composition. The other table shows ABC's housewife breakdown in the ARB August 
I960 report. 

Here are the tables : 

AGE GROUP NBC (DEC. 1959) ABC (AUG. 1960) 

18-29 2,350,000 3,096,000 

30-39 2,600,000 2,670,000 

40-49 1,970,000 1,932,000 

Over 49 3,260,000 3,380,000 

TOTAL 10,180,000 11,078,000 

• 10 OCTOBER 1960 


SPONSOR-SCOPE continued 

Spot tv got somewhat of a jolt last week from Detroit: the Pontiac Division can- 
celled the five-week schedule it had set weeks ago to hegin 1 November. 

When the notice came through the reps were faced with this question : should they agree 
to wipe out the entire obligation, though a portion of it could have been enforced, in face of 
the fact that Life and some newspapers refused to cancel? 

The problem was debated within the SRA and the decision was to give Pontiac, which 
placed the business via MacManus, John & Adams, what it asked for. 

The spot campaign was to focus on the Tempest compact and the reason given for can- 
celling was there was some trouble at the factory. 

WPIX, N. Y., lost about $50,000 worth of business to a competitor, WNTA-TV, last week, 
while the NAB code board was pondering the question as to whether cocktail mixes came 
within the purview of the ban on hard liquor. 

WPIX is a subscriber to the code, while WNTA-TV is a non-member. The product in- 
volved: Holland House cocktail mixes. The board eventually ruled in the affirmative. 

Judging from the preparations going on, you can expect the most furious 
scramble for daytime business among the tv networks that you've yet seen. 

Raiding attempts will be rampant, with a lot said about the advantage of splitting day- 
time activity between networks in order to beef up cost efficiency. 

The protagonists in this battle will probably be limited to ABC TV and NBC TV, 
since the top CBS TV sales echelon, sitting smug with its nighttime sellout situation, seems I 
little inclined to match the sales policies effected by the competition in recent months. 

As Madison Avenue sees it, Norman Strouse's appointment of Dan Seymour and 
Wallace Elton to jWT's executive committee demonstrates this: (1) he's now able to | 
act freely and (2) the transition path from the old to the coming ruling caste has been smoothed. 

The elder regime represented on the committee: Sam Meek, Henry Flower (two 
powerhouses of the agency business) and Howard Kohl, personnel head for over 30 years. 

(For more on JWT's realignments see NEWSMAKER OF THE WEEK, page 6.) 

What is likely the last radio and tv holdout against beer, the Frank Gannett 
group, has now gone the whole works. 

Some years ago the late newspaper publisher modified his stand on network beer pro- 
grams : they would be cleared on his stations if deemed in the public interest. 

The stations, located in Rochester, Binghamton, Elmira and Danville, 111., will now take 
beer whether network or spot. 

There's been quite a burst of action lately among such agencies as Bates, Ayer 
and JWT in updating their presentations anent tv for their clients. 

They're scouring numerous statistical and information sources for their documentation. 

TvB will have out by the first of the year a book primed to show Sears man- 
agers how to use tv at the grass roots. 

It's in cooperation with the retail chain's headquarters management. 
A similar how-to-do-it will be compounded for members of the National Retail Mer- 
chants Association. 

For other now* coverage in this issue, see Newsmaker of the Week, page 6; 
Spot Buys, page 44; News and Idea Wrap-Up, page 64; Washington Week, page 59; SPONSOR 
Hears, page 62; Tv and Radio Newsmakers, page 72; and Film-Scope, page 60. 





. . . in tk S&md oj JdiHk and ^oney! 

She's getting ready for a "Barn Dance", 1961 version, at her 
Country Club! Seriously, our people enjoy living at its best. And 
our Station reflects that better life with 

1. Channel 2 for those extra counties. 

2. CBS for the best in Public Servrce. 

A tfie (£ahd oj <JMk ad ySfotiey! 




IN INLAND CALIFORNIA (and western nevadai 


Fresno is the nation's Number One 
agricultural county and the heart of 
America's raisin industry. 

More Fresno listeners will hear 
about your product on Fresno's Bee- 
line station, KMJ. Compared to the 
second best stations in this market, 
KMJ delivers: 

35' i more of the morning audience 
14' ,' more of the afternoon market 
31%more of the evening audience 

(April 1960 Pulse)* 

No question but that Beeline Radio 
is your key to the desirable Fresno 
market. And that's true for all five 
Beeline markets in the Billion-Dollar 
Valley of the Bees. As a group, the 
Beeline stations reach more radio 
homes in these markets than any com- 
peting combination — at the lowest 
cost per thousand.* Ask about the 
three discount plans that make Bee- 
line Radio a timebuyer's dream. 

♦Nielsen and SR&D 




KERN |j««s«ho 


/UcClotcluf BAoGu£ca*t"u^ CoHtf>o*«f 




49th and 



Needed support 

Your lead article on radio ("Radio's 
Big New Burst of Creativity") in the 
September issue of SPONSOR leaves 
me defenseless. Obviously, I was run- 
ning off at the mouth when I should 
have been inhaling with my eyeballs 
as your story hits our radio tar- 
get right in the teeth. 

This is just the sort of support we 
needed and believe me we are much 

Jay Barrington 

asst. to gen. mgr. 


Kansas City, Mo. 

Us, too! 

fCOOO's claim that it has the only 
woman account executive in the Mid- 
west is "KOO0-K000." For KCFM, 
Louis' oldest fm broadcasting 
station, has an all woman — all 34-26- 
55, 5' 6VI2" of her — account execu- 
ive. Miss Gertrude Bunchez. 

We hope K000 doesn't mind 
haring this distinction with us in 
he Midwest. 

Harrv Eidelman 
St. Louis 

ponsor is such a thoroughly read 
lagazine that I'm sure several people 
ave mentioned to you the caption 
lix-up in the story, "TvB backs top- 
vel research competition" in the 3 
ctober issue. 

But just for the record — and for 
>ur morgue file — I'd like to report 
at my face ended up over Dr. Leon 
rons' name, and his over mine. 

Milton Sherman, Ph.D. 
client service director 

McCann-Erickson, Inc. 
N. Y. C. 

arch at the Tel, 

Long memory 

The article in the September 19th 
issue of SPONSOR entitled "Action Tv 
Shoofs Brylcreem To Top" naturally 
attracted my attention. (Incidentally, 
it was 1958, not 1957, that this ac- 
count moved to K&E.) 

In this connection, I cannot help 
but recollect the original article on 
Brylcreem which you ran in July 23, 
1956. I think it would prove quite 
interesting if you reviewed this in the 
light of the current article. 

J. William Atherton 

Kastor Hilton Chesley Clifford 

Atherton, Inc. 

N. Y. C. 

Negro supplement 

I've just received your 9th Annual 
Negro Radio Supplement and you've 
done it again. It's even better than 
your last one, and I can readily see 
we're going to be giving it a lot of 
use down here during the coming 

Sam Vitt 

Doherty, Clifford, Steers & 

Shenfield, Inc. N. Y. C. 

The Negro supplement to your Sep- 
tember 26th issue of SPONSOR con- 
tains an error which I believe should 
be corrected. As owners and oper- 
ators of Station WNJR in Newark, we 
were distressed to see, under "Negro 
Station Profiles," a listing for WHBI 
Newark claiming 168 hours per wee'v 
on the air. 

WHBI is on the air Sundays only, 
sharing its broadcast week with 
WADO in New York which broad- 
casts Monday through Saturday. The 
listing as it stands would give the im- 
pression that there are two full-time 
Negro programed stations in Newark. 
The fact is that WNJR is the only 
100 f f Negro programed station in 
either New York or New Jersey. 

Albert R. Lanphear 

vice president 

Continental Broadcasting 

Wilmington, Del. 

10 OCTOBER 1960 

IT'S POWERful ! 

See this Hollywood epic . . . 

final showing tonight at the 

Bangor Drive-In. 

Traffic is snarled on all 
Maine highways. 

(Held over another week) 

Hundreds of local and national 
advertisers have come to expect 
"special" results from Powerful 
Channel 2. 

Combine 2 with Portland's 6 on 
a national spot buy and save an 
extra 5%. 

See your Weed TV man. 


NBC for 




WLBZ-TV, Bangor WCSH-TV, Portland 





fUs'<*^ T 


friends who attended WTOL's Day at the Zoo. 

Zoo director Phil Skeldon, said it was the big- 
gest day the Toledo zoo EVER had! 

We're proud of our ability to sell an item, an 
idea or an event . . . because both our adver- 
tisers and our community benefit. Sure, we 
deliver book numbers, but we wanted you to 
see the actual people. 


The Community Broadcasting Co. 
WTOL-TV represented by <•** H-R Television 
WTOL Radio represented by Gill-Perna, Inc. 


10 OCTOBER 1960 



ood spot slots aren't available 
the medium or small client 

Highest paid men from rep firms 
have first call on the best spots 

ig agencies get first option on Agencies have option to shift 

pst spots and control tv time | spot from one client to another 

As fall spot tv schedules begin to peak, the annual 
ablings are heard about big agencies' 'monopoly' 

Buyers and sellers of spot time outline what the 
Ipors are, where they come from, how much is fact 

1/ou tried to buy a spot tv sched- 
11 this week which included hot 
U> in hot markets, and if you want- 
> get on the air within the next 
llth, you'd be in for a rough and 
1 a disappointing time. 
||:t because this has been happen- 
l,n the past couple of weeks, some 
]|»pointed clients and agencies are 
that they've been "frozen 
I by the "big boys" — the blue- 

chip advertisers and the "Top 10" 
agency shops. Their problem is sim- 
ple : they didn't get there first — either 
fastest or with the most planning. 

Tv spot buyers dallied most of the 
summer so that intensive buying 
peaked late in August — far beyond 
the usual cut-off for fall-winter sched- 
uling. But when buying began, it 
rushed through client-agency-repre- 
sentative offices with the force of 

Hurricane Donna so that the hottest 
spots in the hottest markets are gone 
— but only temporarily, say the reps. 

They stand firm against the rumors 
and murmuring* of disgruntled 
charges that the big agencies "con- 
trol" prime tv spot time, squeezing 
out the small, and that smaller cli- 
ents and agencies are discriminated 

Agency executives queried by 
sponsor on this subject align them- 
selves unanimously with the basic 
stances of station representatives, 
but they contend there are occasional 
shifts of favor toward some agencies 
and clients, and that a few reps switch 
ground rules on occasion. 

The biggest single factor which 
makes the prime spot tv squeeze alle- 

10 OCTOBER 1960 



STATION REPS say buying hinges on "first come, first serve" sales 
premise. They contend (1) buys involve fringe as well as prime time; 
I 2 ) more prime times are available than ever before as stations open 
new slots, as advertisers tend toward flights rather than long cam- 
paigns; (3) only stations control time. Pictured (I), Ralph Allrud, 
I' lair-TV account executive, with Bill Warner, Ted Bates timebuyer 

SY FROLICK, broadcast v.p. at 
FRC&H, New York, thinks the 
successful buy is based on a per- 
son-to-person relationship be- 
tween buyer and seller, that 
smaller agencies may well have 
edge on big ones in this regard 

director of EWRR, New York, 
says major responsibility for suc- 
cessful tv spot buy rests with buy- 
er, who must be "negotiator" or 
"horse-trader." He thinks savvy 
timebuyrrs should get higher pay 

gation a speculative rather thai 
factual issue is this: More time sh- 
are being opened up than ever b 
fore, with such moves as that 
ABC TV affiliates to build seven ne 
40-second announcement periods 1 
tween the last two network shows | 
an evening. 

And regular announcement perio 
are opening up for new sponso 
faster than ever because today's bu 
ing calls for shorter-term "flights' 
for four-, six- and eight-week cai 
paign periods. These days, says Ja 
Denninger, eastern sales manager 
Blair-TV, "a long-term campaign cc 
ers 15 to 20 weeks." 

Reps say there was a squeeze — I 
not a freeze-out — in the severe i 
of tv when the majority of adveri 
ers wanted long-term schedules 
so their times didn't open up w 
much frequency. 

Both the seller and the buyer ag 
that this kind of sotto voce grousi 
is an annual ailment most plaguin 
prevalent during the fall solst 

Says Frank Pellegrin. president 1 
H-R Representatives: "I've heard | 
squeeze charge muttered at least 1 
times," but he has yet to hear 
first documentation which w> 
prove (he assertion. Jack Dennii 
notes that he's heard it "every j 
for 12 years since I've been in 

Just what are some of these I 
mured charges? And how factu 
based are they? How much favd 
ism is there in the sale of televij 
spot time to one agency as opp< 
to another? 

The allegations reported to 61 
SOR by agency media executives a 
to follow these general lines. In i 
instances the media pros were < 
ing ideas and themes which thev 
heard "somewhere" but with 
they did not agree. 

First, there's the broad ass< 
that the agencies spending the 
money in television get first ' 
on all prime, good or hot avai -^ 
ties which turn up. 

Second, there's the charge I 
the big shops are permitted bvl 
tions and representatives to 
trol" time slots by shifting a 
ule from Product A to B made 
same manufacturer, or to mcs 
another client automaticallv whd 
first one cancels the schedule. 


Third, there's the allegation that 
is concentration of spot time where 
le spot tv money is — in the big agen- 
es — closes out (a) medium and 
oall agencies, (b) medium and 
nail advertisers, and (c) advertisers 
w to the medium. 

A peripheral complaint to the first 
»int — about reps giving the biggest 

ot agencies first option — is that the 
ost experienced, highest paid men 
om a representative organization 
B U on the biggest and richest agen- 
H and that these executives have a 
j^or claim on good availabilities 
i,er sales associates. 

Representatives as well as agency 

t;dia executives scrambled to refute 
;se broad allegations. Said Frank 
mp, vice president for media at 
mpton Advertising: "By and large, 
re's a fair shake for every agency, 
tting good availabilities is more a 
iiction of the quality of buyer than 
Machiavellian stranglehold!" 
jjWarvin Richfield, media director of 
,vin, Wasey, Ruthrauff & Ryan, 
.nmented: "Large agencies don't 
r e a monopoly on good spots; I 
get as good a schedule as anyone 
Young & Rubicam or BBDO for 
simple reason that if reps don't 
b me good spots they won't get my 
liness!" And Sy Frolick, vice pres- 
lt in charge of tv and radio at 
cher Richards, Calkins & Holden, 
;ed, saying, "The fact that I — in 
/nailer spot tv agency — have had 
good luck in getting spot sched- 
gives the lie to this. How would 
'sstoil ever have happened if this 

The Lestoil account, now an in- 
ry giant, started as a "backroom" 
ufacturing plant and built its en- 
distribution and sales operation 
pnally on a foundation of spot 
ision at a time when reps hadn't 
d either of it or its agency.) 
pspite general unanimity in term- 
j:he spot tv availability picture a 
|one, one adman who declined to 
ioted said there "was some small 
of fact" in the allegations. He 
"There's a small fire but massive 
■vs of smoke." He and his col- 
e thinks the smoke comes from 
small fires: 

It's true that representatives 
it a P&G, for example, to switch 
■chedule from one product to an- 
I. All media permit this, as long 

as the corporate client remains the 
same. But some people therefore as- 
sume schedules are switched haphaz- 
ardly — and automatically — once they 
are "in" an agency. 

2. There have been a few instances 
where a schedule has been shuffled 
between clients, although everyone 
queried by SPONSOR could think of 
only one example, involving Benton & 
Bowles two years ago. 

3. Because salesmen from the same 
representative firm compete with each 
other for sales, commissions and pro- 
motions, some observers jump to the 
incorrect conclusion that they also 
compete for availabilities. A small 
"bucket" shop rep might do this, but 
none of the big ones would permit 
such chaotic disorganization . . . nor 
would their stations. 

4. In many instances a top execu- 
tive of a rep firm will trouble-shoot a 
major account because of the money 
involved in a contemplated buy or 
cancellation, and this perhaps gives 
rise to one charge that these top men 
control the best spots and take them 
only to the biggest agencies. But the 

modern representative firm assigns 
salesmen by account and divides 
small, medium and large agencies 
evenly among them. 

5. There are instances in which 
advertisers or agencies of any size 
can't get what they want in the way 
of spot availabilities. This may be 
because they're calling on too short 
notice, that they're inflexible in their 
stipulations, that they want an im- 
mediate "airing." This leads to the 
charge of "lock-out" or "freeze" from 
the less sophisticated buyer and client. 

Several of the admen queried con- 
tend that the key to the success of a 
spot tv buy lies with the buyer. Sy 
Frolick says, "Whether the agency 
is big or little, people are people. And 
a nasty buyer in a big agency will 
get far less cooperation than a knowl- 
edgeable and pleasant one in a small- 
er shop. The key is personal contact, 
experience and background." 

Citing Beth Black (Cohen & Ale- 
shire) and Reggie Schuebel (Guild. 
Bascom & Bonfigli), Frolick said 
"These are two gals from so-called 
small shops who perform incredible 



jj Figures are agency and/or sponsor estimates for 1959 as to the 
Top 10 ad agencies in terms of their annual spot television billings 




































SOR • 10 OCTOBER 1960 

magic in finding availabilities which 

aren't there ! As a matter of fact, the 
big agencies are more likely to have 
dead-heads than the little ones, and 
they can he hidden and covered up 
better with bo main people around!" 

Marvin Richfield' of EWRR agrees i 
that the focus of successful buying is 
with the buyer or. as he calls it. the I 
"negotiator or horse-trader." He finds 
the availabilities he wants, but he 
goes beyond the normal buying rou- I 
tine of calling and getting avails. 

He knows exactly what he's look- || 
ing for, in what markets and at what 
cost. "Some buyers, unfortunately, 
are at the mercy of the rep salesmen. 
and some of them therefore get left 
out in the cold. You have to know 
how to temper frequency and cover- 
age to sell a given product." and this 
type of buying transcends the simple 
avails and costs-per-1,000 he says. 

Richfield estimates that only 10 in 
some 200 media people he's worked 
with in agencies have been good "ne- • 
gotiators," a prime buying requisite. 
"The man who spends S5 million in 
spot tv wouldn't think of hiring a guv 
for more than $8,000 to keep the 
agency honest!" he charges, adding 
that he believes in a "negotiator- 
buyer" who knows (1) the mechanics 
of buying, and has an intimate knowl- 
edge of ratings services and computa- 
tion so it can be explained to the cli- 
ent concisely; (2) who has presence, || 
because he or she needs to talk to 
the reps and perhaps to account peo- . 
pie who may not know the intrica- 
cies: (3) who has judgment, an abil- 1 
ity to make a deal in favor of the I 
agency and client. 

Pellegrin of H-R contends that ba- 
sic buying strategy militates against 
the charge that schedules are "con- 1 
trolled" by an agency for several ac- 
counts. Two major factors are in- i 
volved: "First of all. there's usually 
product conflict. If a time slot has 
been cleared for Product A. part of i 
the clearance involves separation from I 
competitive items. More than likely 
this same clearance wouldn't hold I 
true for Product B, so from a mar- 
keting point of view the agency would 
not find it feasible to switch. 

"The second factor is that station ;-..' 
lineups wouldn't match the market 
profile of two different accounts, and |$ 
by the time you added some stations 
i Please turn to pape 50 i 



^ Despite shift to buying spot carriers, participations 
agency programing departments are not on the way ou< 

^ Networks agree that the agency programing execii 
tive's voice is in direct proportion to his own standing 

Kvast week Alan Stoneman, presi- 
dent of Purex, filled 12 inches of one 
of the nation's most influential news- 
papers with a "hands off" statement 
regarding his company's sponsored 
tv shows this season. Sponsor rela- 
tions to network programing were 
referred to by Stoneman as "inter- 

The article must have left some 
verv highly paid and hard-working 
executives, including some at the in- 
terviewee's agency, wondering wheth- 
er the president thought that his an- 

nounced 50 r c sales increase was 
accident. It also raised the questio 
as to yvhat role the agency tv execi 
tive plays if he can be barred froi 
participating in a special, in the 11|_ fc 
of the trend to buying spot carrier 
and multiple participations, and tl 
passing of control of all but 15 nigh 
time shows to the networks. 

Spokesmen for agencies high on tl 
list of network tv users, as well as t 
major tv networks, resented the i 
plication of "interference" and dj 
dared that an increasingly importai 

i t 
- ! 



"Most of the agency's comments are constructive," says NBC's David Les 
"and the agency executive is usually well trained and a very good int 
preter." BBDO's George Polk sees agency tv programing departments grt 
ing, with more building of shows for clients, more need for top executhl 

10 OCTOBER 15J| 

nction in programing is being car- 
ed out by the agency programing 
ecutive. Their almost unanimous 
ipraisal of his present position: 

• In the flood of '59, which came 
1 twin waves of declining agency 
ograming responsibility and in- 
easing small and varied participa- 
an buys on network tv. the program- 
g executive kept his powder dry 
op his own Ararat and today com- 
ands as much influence within the 
;ency hierarchy and almost as much 
ith the networks and packagers as 


True, they conceded, many of the 

executives from top agencies had 

itched over to the packager and 
[twork side. But this, they declared. 

is part of the natural process of 

er-marriage among the various 

anches of the industry. 

As David Levy, NBC v.p. for net- 
rk programs and talent and a for- 
r agency executive himself, point- 
out, "When you look at the ros- 
5 of programing guys at major 
jncies you'll mostly see men who 
e been through the tv production 

II. As for the networks and pack- 

agers, the situation is vice versa." 
But the basic functions of the pre- 
1959 programing executive are still 
his basic functions. They include: 

• The final say on recommenda- 
tions for all nighttime network pro- 
grams, syndications and local pro- 
gram buys. 

• Protection of the client's inter- 
ests through influence (not interfer- 
ence), however unofficial, over sub- 
ject matter in the areas of controver- 
sy or matters of taste. 

• When purchasing spot carriers 
or scatter plans, the choice of what 
shows, although media may have a 
big voice in deciding how many and 

The agency executive has lost 
ground only in the matter of "con- 
trol," with less than a handful of 
shows still brought in by the agency 
or client who are able to choose their 
network. But in today's set-up, with 
the network furnishing the show and 
the agency furnishing the sponsor, the 
word "control" is a misnomer, any- 
way. The agencyman is acknowl- 
edged by the networks to exert as 
much "constructive influence" in be- 

half of his clients as his own person- 
ality and background permit. 

Where he has surrendered much in- 
fluence is on the multi-sponsored 
shows. With a spot carrier, for ex- 
ample, the advertiser is obviously go- 
ing for greater circulation, not identi- 
fication. The agencv programing ex- 
ecutive, as one said, "may know the 
show will be a stiff but will have a 
big audience for a few weeks." In 
manv cases, he gives media his opin- 
ion and from then on it's a short- 
term media buy. 

George Polk, vice president in 
charge of programing at BBDO. stat- 
ed one case for the agencv exec. 
"Basically, our department makes the 
programing decisions." he said. "Any- 
thing to do with content is in our 
domain. Sometimes media gets into 
the picture, especially in the areas of 
scatter plans which are really a media 

"Media makes a recommendation 
for a scatter plan dollarwise," he con- 
tinued. "It's still up to us, however, 
to pick the shows. Very often they're 
picked before they go on the air, 
(Please turn to page 52) 



;_ , ,„„ ,,„„„„ ,,,,_ „„ ,„ „„ , _ „,„ mumu ,,,,,,,,,,,,,,,,,,,,,,,,,,,,, , _ _- 


1960-61 Shows Delivered By Agencies, 






Kellogg; Best Foods 

Burnett; GB&B 



General Electric 




General Foods 

Benton & Bowles 



General Foods 

Benton & Bowles 



Gen. Foods; Lorillard 

Y&R; L&N 



Pillsbury; Ph. Morris 





Ted Bates 



U. S. Steel; Armstrong 




S. C. Johnson; Lorillard 

NL&B; L&N 



Gen. Foods; S. C. Johnson 

Benton & Bowles 







Plymouth; L&M 

N. W. Ayer; DFS 




J. Walter Thompson 



Procter & Gamble 

Benton & Bowles 



Whitehall; Am. Tob. 

Bates; Gumbinner 



Br. Myers; Reynolds 

DCS&S; Esty 



Procter & Gamble 

Benton & Bowles 



Procter & Gamble 


SOR • 10 OCTOBER 1960 


MOGUL, WILLIAMS & SAYLOR creative team heads: Jeanne Harrison, executn 
supervisor, Richard Lockman, (at left) go over last minute details befor 
latest product. Standing by are John Wingate, Esquire product spokesman ( 

ight) and Jai 


enior v.p. and Esquire accd 
musical announcement of 
of the MW&S tv departnn 


^ Esquire shoe polish, first brand in its field to try nighttime net tv, rose fro 
obscurity to No. 1 spot in shoe polish industry; begins 12th year in televisk 

^■ast week a shoe polish company 
who pioneered in nighttime net tv 11 
years ago returned to that medium 
after a two-year venture in tv spot 
and daytime net. The current cam- 
paign also heralded a first for the 
veteran tv advertiser — a new and 
economical use of tape. 

The company — Knomark, Inc.. 
maker of Esquire Shoe Polishes, and 
a long-time Mogul, Williams & Savior 
account, broke into tv back in 1950 
with participation in ABC's Blind 
Date, the first in its field to tr\ the 
media. Since that debut date, Esquire 
shoe polish commercials have made 
the rounds on a variety of nighttime 
network shows, and more recently, 


daytime network and spot tv. 

Tv advertising has been accredited 
by both MW&S and Knomark admen 
for taking the shoe polish out of 
relative obscurity and placing it in a 
top position. Esquire was the first 
shoe polish product to establish a 
strong position in the supermarket 

When Esquire began its affiliation 
with MW&S, in 1945, the company's 
total advertising appropriation was 
in the neighborhood of S25,000. This 
year — although agency and Knomark 
execs are not talking — the advertis- 
ing budget will come close to the 
S3 million mark. 

Hold That Camera — a low-budget 

ABC variety show came in for < 
week sponsorship bv Esquire 
Blind Date. This was followed b 
company's purchase of an hour stj 
in the Kate Smith noontime A! 
net show — during the 1951-52 
1952-53 seasons. 

Esquire distribution which b 
to broaden during these expo: 
began to gain momentum rapidl; 
ter that. It was right about here 
Esquire, in order to reach nod 
homes, added NBC TanDem R» 
on a three-time a week participate 
In this period it introduced, ! 
cessfully, Scuff-Kote. 

Later, in 1953. when Esqi 
gained shelf space in food stores i 



ipermarkets, the most extensive dis- 
ibution expansion was started. To 
;lp this along, MW&S "lend-leased" 
3 v.p. in charge of marketing and 
erchandising, Jules Lennard, to 
squire for six months. 
To support this move into food 
itlets, Esquire placed its line on 
thur Godfrey's CBS TV-Radio 
ows — a single investment which 
st well over SI million. 
In the 1953-54 and 1954-55 sea- 
ns, Esquire sponsored Masquerade 
rty on NBC. By this time, accord- 
to MW&S admen, Esquire had 
ptured 25 c r of the entire shoe pol- 


Completely sold on tv, they entered 
1955-56 season with sponsorship 
Caesar's Hour and came back with 
enewal, the next season. Masquer- 
Party was added again in 1957 
over 87 stations. In the fall of 
>7, they bought into the Perry 
mo Show with a lineup of 180 
>C stations. Here they stayed for 

a second season — and bought into the 
Garry Moore Show in the fall of 

It was at this time that Esquire de- 
cided to try a new approach: to 
reach the homemaker during the day- 
time hours. A heavy spot tv cam- 
paign was launched and daytime net. 
consisting of soap operas and wom- 
en's shows were bought. Esquire was 
happy with this medium, labeled Op- 
eration Daybreak. 

There was one small sour note, 
however. There was a feeling that 
Esquire dealers were not aware of the 
power of this advertising program. 
Some of the glamor, excitement, name 
value was lacking. A certain amount 
of company product prestige was gone 
— with nighttime net. 

The dealers had, according to an 
agency spokesman experienced a 
"psychological boost" in being asso- 
ciated with top names like Kate 
Smith, Arthur Godfrey, Perry Como, 
etc. In addition — there weren't many 

people watching, during the daytime, 
the dealers argued. 

To allay their fears — and to point 
up the potency of spot tv and day- 
time net, MW&S senior v.p. and Es- 
quire account supervisor Richard 
Lockman devised a dealer contest. 
The contest — "Guess How Many Peo- 
ple Will See The Fall '59 Esquire Tv 
Spots" — was distributed to retailers, 
wholesalers, and all their employees. 
Two-color, two-page spreads in all top 
trade journals featured the contest 
clues. With attention directed at the 
Esquire commercials in this new 
manner, the dealer was awakened to 
the magnitude of the Esquire day- 
break campaign although he was not 
able, during working hours, to catch 
the commercials. 

Last week, however, Esquire re- 
turned to nighttime tv. The cam- 
paign — to introduce the company's 
newest No-Odor Boot Polish as well 
as a new line of spray polishes — broke 
I Please turn to page 48) 

MW&S puts tv tape 
to economical use 

w to reach Esquire food brokers and salesmen 
fastest and least costly way, was solved by 
V&S creative team headed by accountsupervisor 
■hard Lockman. The idea: to tape a 15-minute 
c and product demonstration by Esquire com- 
■y president, Irving J. Bottner, shown here 

!ove left) receiving some on-camera instructions 
n Lockman, and at right during the taping session. 
OR • 10 OCTOBER 1960 


^ Seven national agency networks see rosy future 
with broadeast media activity definitely on ascendency 

^ Over 190 small- to medium-sized agencies in nation's 
top markets are linked in specific network affiliation 

I his month four of the seven ad- 
vertising agency networks will be 
having their national meetings. The 
meetings will undoubtedly reflect the 
fact that broadcast media are playing 
a more extensive role in recent net- 
work operations. 

Members of agencies representing 
over $550 million in annual billing 

will be discussing tv program ex- 
changes, local timebuying and avail- 
abilities, general marketing problems, 
reports on current campaigns, and 
case histories. 

Several vears back it was generallv 
thought in the agency business that 
agencv networks were formed "so that 
smaller shops could huddle together 

for warmth." Today, spokesmen fo 
the existing national agency network 
however, not only resent such a state 
ment but feel it is barking up th 
wrong tree. The networks, thev sa^ 
today operate for the mutual benefi 
of their members, are growing b 
leaps and bounds, and generallv con 
sider their outlook to be verv rosv 

The basic objectives of an agenc 
network are obvious. Fullv staffei 
small- to medium-sized agencies, whir] 
operate in their own markets as inde 
pendent firms, also assist each otha 
in basic marketing functions. There 
fore, a client of X agency in Dalla 
may also have at his disposal the fa 
cilities of similar agencies in most o 
the nation's top markets. "Networl 
offices are in effect autonomous aged 
cies with a family resemblance," 
Henry J. Kaufman, pres. of Henrv J 
Kaufman Assoc. Washington, a mem 
ber of National Advertising Agenct 
Network, told sponsor. 

By the nature of their organization] 
member agencies can enlist account 
which, on their own. they couldn| 
possibly tackle. As network agencid 
can woo heavier accounts, smaller j» 
counts can also get the benefits of 
branch agency by affiliating with 
network member. As one netwoi 
spokesman put it: "You can't aff 
a branch outfit with an account 
8100,000 ... so you best go netw 
. . . and more and more smaller a 
counts are realizing this." 

A Boston adman told spons 
"We agency networkers think that 
business is local and the knowleu, 
of local markets enables us to intn 
duce new products, new ideas 
broadcast media, thousands of m 
from our home base bv virtue of i 
work affiliations." 

Aside from time buys and chec 
on availabilities, a network meml 
may be asked to monitor commerci 
in his market, suggest a storvboa 
used for a client in his market \fl 
a similar product, or recommend 
syndicated show which would be( 
good buy for a specific client t 
Recently one agency asked an affili 
to "please suggest best tv home eo( 














$200 & 







Figure not 

Figure not 




Figure not 


omist program in your area for in- 
troducing new food product." 

Or, one agency may be called upon 
to produce commercials for another, 
using local talent. Such was the case 
this year with an Alabama agency 
which asked its Los Angeles affiliate 
ito produce in Hollywood, commer- 
cials for a snuff manufacturer. When 
Jack Paar's late-night show originated 
from the West Coast last Christmas 
season, the same L.A. agency was 
called upon to supervise commercials 
for an Albany agency's tree decora- 
tion manufacturer-client. 

Timebuying, however, is still the 
most important air media service net- 
work members provide for each other. 
So important has it become that the 
First Advertising Agency Group, 
whose N. Y. franchise was left open 
vhen Lee-Stockman Agency disbanded 

Iibout a year ago, will only accept a 
^. Y. member with top tv contacts. 
Transamerica Advertising Agency 
Network N. Y. affiliate Friend-Reiss 
produced a tv program and did the 
jommercials for the Toy Guidance 
council for three years. Network 
jnembers bought time locally and 
upervised the commercials, as well as 

newspaper tie-ins and usual merchan- 
dising. "This close control on the 
local level resulted in better time- 
spotting, more efficient synchroniza- 
tion with local customs, such as what 
day is pay day in a given city/' said 
Ben Reiss, chairman of the board, 
Friend-Reiss. "This type of operation 
saves darn costly agency time in trav- 
eling the tv circuit to check on time 
slots and supervise commercials," he 
pointed out. 

Most networks have one unique 
feature unto themselves. Such is the 
case with N.A.A.N., which boasts a 
successful marketing division, Market- 
ing Development Associates. MDA 
is a franchised member of N.A.A.N. 
When an N.A.A.N. member wants a 
marketing service performed, it must 
issue an order to MDA, which is car- 
ried out and billed to the agency. 
N.A.A.N. also has a central clearing 
office through which all network re- 
quests, billings, accounting and pay- 
rolls, are filed. It also serves as a 
central library for background mar- 
keting information and case histories. 

F.A.A.G. and Mutual Adv. Agency 
Network have annual advertising and 
marketing competitions. The primary 

purpose stressed in these contests is 
not winning an award but rather put- 
ting fresh campaign ideas before 
affiliates for discussion and sugges- 

Billing methods vary with each 
network. Where N.A.A.N. has rigid 
billing practices through its central 
office, F.A.A.G. gives affiliates a half- 
hour's service per request free of 
charge and bills the agency for time 
spent thereafter. On the other hand 
some networks have no set rules on 
billing. One agencyman griped that 
when it came to billing his affiliate, 
the response was "don't bother, we'll 
have a drink at the next convention." 
As he put it: "This sort of puts the 
damper on further requests for serv- 
ice, because of obligation." 

Some networks, such as T.A.A.N. 
however, have regular inter-agency 
billing charges. Here is T.A.A.N. 's 
breakdown, on an hourly rate: steno- 
graphic or clerical personnel — $2; 
regular survey personnel — $2; sur- 
vey supervisors — $5; junior execs 
— $7.50 and senior execs — $12. 

All networks have regularly sched- 
uled annual, semi-annual, national 
(Please turn to page 51) 




l^l.iti>;nal and regional food product 
advertisers laid their money on the 
line fur tv at a SI million-a-day rate 
during the first half of this year. 

The Television Bureau of Advertis- 
ing estimated today that a total of 
more than S180 million was spent in 
six months by these advertisers on 
both time (net) and talent. The gross 
time expenditures for network and 
spot during the January -through-June 
period came to SI 44. 766.075, of 
which $88,798,000 was for spot and 
$55,968,075 was for network. 

In estimating the net figures, TvB 
assumes that net time spending for 
spot is about 70 r 7 of gross (based on 
the ratio to FCC time sales data), 
while talent adds another 15 r f to the 
reduced figure. As for network spend- 
ing, the promotion firm's researchers 
add about 35 r T to the gross time level 
to get a net time-and-talent total. 

TvB noted that tv continues to be 
the No. 1 advertising medium in 1960 
"for the food industry. 

Among the big spenders in major 

• General Foods spent S9.320,000 
alone in the top-ranking coffee, tea 
and food drinks category for Maxwell 
House, Sanka, and Yuban coffees. 
This is a gross time figure for net- 
work and spot. 

• Leading in the cereals division 
was Kellogg, whose gross time tv 
total came to S8,028,511 for these 

• The National Biscuit Co. led in 
the baked goods category with $4,- 
087.472 for network and spot. 

In the relatively less important na- 
tional food stores category, A&P led 
with spot gross time expenditures of 
"•825.240. while Safeway was second 
with S751.750. 1 " 

TV'S FOOD $$, 1ST HALF, 1960 



Baked goods 



$ 5,443,003 





Coffee, tea, food drinks 




Condiments, etc. 




Dairy products 








Dry foods 




Fruits & vegs., juices 




Macaroni, noodles, etc. 




Margarine, shortenings 




Meat, poultry & fish 




/Vaf'I food stores 







Misc. foods 




Misc. frozen foods 




Gross time expenditures. Spot — TvB-Rorabaug 

i; network— TvB/LNA 



^ Agencies see 'dignity' 
move as significant step in 
proper direction for radio 

^ Some reps and stations 
wonder what the 'noise' is 
about: others disconcerted 

I he proposed "golden rules" of sta- 
tion operation that KYA, San Fran- 
cisco, set up for itself received a pat 
on the back from agencymen last 
week, but some sub rosa mutterings 
from other industry quarters. 

Agency media people welcomed the 
"dignity" move as an improvement 
that can enhance radio's value to ad- 
vertisers. "A constructive step for 
the advancement of radio," said Art 
Pardoll, associate media director, 
Foote, Cone & Belding. "This com- 
mercial policy should provide definite 
benefits for advertisers," was the com- 
ment of Jerome Feniger, radio tv 
v.p., Cunningham & Walsh. "A states- 
manlike policy," added N. W. Aver 
v.p. Tom McDermott. Others on rec- 
ord as approving included Cliff Bot- 
way, media supervisor. Ogilvy, Ben- 
son & Mather, and William Esty's 
Jack Fennell. 

As for broadcasters there was both 
(1) a natural reluctance to boost a 
competitor, and (2 ) a let's-give-credit- 
where-credit-is-due attitude. Reps and 
station men willing to be quoted fa- 
vored the move, though they found 
it par for the course for any "good" 
radio station, and didn't see what the 
hoopla was all about. The unquota- 
bles. however, showed concern about 
how their own image might fare in 
the wake of KYA's effort to recast an 
image for itself. 

Among the major planks in KYA's 
new platform: 

• A reduction in the hourlv com- 
mercial maximum from 23-24 units to 
18, of which 14 are minutes, the rest 
30's or 20's and 10's. The number of , 
60-second commercials per half-hour 
drops from nine to seven. 



• One commercial announcement 
between musical selections, where in 
the past there were two, sometimes 

• Product protection increased 
from 15 to 20 minutes, and maxi- 
mum number of commercials per ad- 
vertiser per hour cut from three to 

• Discontinuation of spots shorter 
than 10 seconds and sponsorship of 

time signals, weather reports, and 
news shorter than 10 seconds. 

• Adoption of a single rate, effec- 
tive no later than 15 December. All 
national business must be placed 
through agency and sales rep. 

According to Morton Wagner, ex- 
ecutive v.p. of Bartell Broadcasting 
Corp. which owns KYA, "In no way 
does this action decry, condemn, 
question the previous, current, and, 

undoubtedly, future policies of our 
own properties and those of our col- 
leagues." Nonetheless, a develop- 
ment of this nature can't help but 
draw attention to the industry in 

Among the reps consulted, KYA's 
plan probably got its most favorable 
review from Richard O'Connell, ex- 
ecutive v.p.. Devney /O'Connell, who 
was "completely in accord insofar 



1 % 



''This commercial policy and its innovations should pro- 
vide definite benefits for advertisers," said Jerome Feni- 
%er, v.p. in charge of radio J tv programing, Cunningham 
£ Walsh. Putting his reaction concisely, Tom McDermott, 
>.p. of N. W . Ayer, called it, "A statesmanlike policy." 
Ilift Botway, media supervisor, Ogilvy, Benson & Mather, 


observed, "All agencies and advertisers welcome media ef- 
forts to advance the dignity of the profession." In the 
opinion of Art Pardoll, associate media director, Foote, 
Cone & Belding, "This is a constructive step for the ad- 
vancement of radio." He expressed the hope that such 
action would trigger a de-commercialization trend. 


\\leps and station men for 
he most part go along 
H-ith the plan, though 
lany resent the fanfare 
ccompanying what they 
onsider a policy all 
good" stations more or 
follow. Most com- 
letely in accord with 
YA's actions is Richard 
'Connell, exec v.p., Dev- 
ey/O'Connell. He says 

YA can now raise rates. Ralph Guild, v.p. Daren F. Mc- 
avren, which represents KABL in same market, wel- 
>mes move as improvement to competition there. In fa- 




'ONSOR • 10 OCTOBER 1960 

vor of the move, but critical of how it has been handled, 
is Mitchell DeGroot, radio mgr. of Paul H. Raymer Co.. 
who calls it a "grandstand play for editorial attention." 


as it furthers radio's goal: to sell. 
Over-commercialization dilutes the 
effectiveness of sales messages. By 
holding down the numher of commer- 
cial units, KYA increases their value 
and can charge more for them." 
OTJonnell added that "over-commer- 
cialization is rampant in all media, 
especially print," and expressed the 
hope that a counter trend was un- 

The quotables for the most part 
limited their remarks to a comparison 
of KYA's new- operation with their 
own. "Most of our stations are less 

commercial," says Daren F. McGav- 
ren executive v. p. -general sales man- 
ager Ralph Guild. In the San Fran- 
cisco market his outfit represents 
KABL, which he says runs 12 com- 
mercials per hour, in clusters of three 
every 15 minutes. As for KYA's plan 
Guild is "glad to see it. If they do 
this, it should help improve the com- 
petitive situation in the Bay area." 

Among the unimpressed reps is 
Mitchell DeGroot of the Paul H. 
Raymer Co. "A grandstand play for 
editorial attention; it's indicative 
that the station formerly acted con- 

trary to the practices of the better 
radio stations." 

The KYA policy is "nothing new" 
to John McSweeney, sales manager, 
WMCA, New York. "We've operated 
that way for years, and are glad to 
see another station come out with 
meaningful controls on commercial 
content, which we believe adds 
great deal to effectiveness of radio 

Some broadcasters were on the de- 
fensive. "If a station is doing o.k., 
who's to say it's too commercial?" 
queried one. "It's the technique of 




Maximum commercial units per hour: 18. Al- 
' lows 14 minutes, two 10's, two 30's or 20's. 

2 Number of sales messages between musical . 
■ lections will be held down to one. 

{Product category protection of 20 minutes, and 
■ one advertiser held to two spots an hour. 


Single rate card effective no later than 15 Dec. 
Until then, 20% off for Bay area small retailers. 

No announcements less than 10 seconds; no time, 
weather, news sponsorship less than 10 seconds. 

All announcements, regardless of type, may be 
fixed at the outset within a half-hour period. 

Will not accept pre-inquiry, percentage of sales, 
or barter business. No orders accepted for re-sale. 

Special approval required for "call right now" 
copy, use of client's address in "write now" copy. 

All national business must be placed through ad- 
vertising agency and station s national sales rep. 

Spots added to schedules during protection peri- 
od will carry current rather than protected rate. 

Permitted 23-24 hourly commercial announcements, 
including 18 minutes, 9 per half hour {now it's 7). 

Usually two spots between records, sometimes three, 
though always separated by other ingredients. 

Protection period had been 15 minutes, each adver- 
tiser could have up to three commercials per hour. 

Maintained two rate cards, one for local advertisers, 
other applied to national business placed on station 

Allowed spots shorter than 10 seconds, sold sponsor- 
ship of time, weather, news shorter than 10 seconds. 

If plan bought, position was not fixed even at be- 
ginning. If category purchase, fixed only if at outset. 

Accepted a limited amount of barter business, was 
not involved in pre-inquiry or percentage of sales. 

Permitted all "call right now" and "write now 
continuity as the occasion dictated. 

Infrequently accepted on a direct basis, national 
business emanating from outside San Francisco area. 

Charged the protected rate for additions to sched- 
ules during the protection period. 


,the personality that counts. One guy 
weaves in commercials more skillfully 
than another. If the audiences resent 
commerciality they can switch, and I 
think they should be the jury that 
counts," asserted one who insisted on 

Among the disgruntlements was 
widespread question as to KYA's mo- 
tivation for implementing this new 
plan. Several referred to the station's 
relatively low position in the market. 
(July-August Nielsen Station Index 
finds KYA fluctuating between sixth 
and tenth.) If KYA thinks this will 
help its business, fine, said one rep, 
'but why does it have to make so 
much noise about it and put other sta- 
tions in a bad light?" 

As for improvement of KYA's busi- 
ness, most granted that this could re- 
sult eventually, beginning on the lo- 
[cal level. In time the audience should 
grow, "provided programing keeps 
|>ace with commercial policy," quali- 
fied one, and then the national busi- 
es would be forthcoming. 
Several additional stipulations were 
ncluded in KYA's new plan, some 
bund to be fairly off-beat by several 
>roadcasters. For instance, the sta- 
tion has banned commercials shorter 
|han 10 seconds and will no longer 
liccept sponsorship of time signals, 
tveather, or other programing frag- 
ments measuring less than 10 sec- 
onds. None of the broadcasters 
(ueried could see any reason for this 
iction. For the most part they felt 
he advertiser ought to be able to buy 
s short a time period as he thinks 
ie needs, though several would be 
jharging the minute rate regardless 
•f brevity. 

Also, there was no approval to be 
ound for KYA's decision to charge 
he current rate for spots added to a 
chedule during protection period, 
hould rates have risen since initial 
urchase. And adherents to KYA's 
limination of sound effects from 
ve commercials were nowhere to be 

Among the changes broadcasters 
onsidered entirely appropriate, and 
3 some said, "long overdue," were 
bift to a single rate (effective no 
iter than 15 December) ; discontinu- 
tion of barter; and requirement that 
U national business be placed 
irough agency and rep. ^ 


CHIPPER as these 'newfangled' cameras, early hand-crank model 
to touch of Fitzgerald's Campbell Fairley. Fairley accompaniec 
Dickinson (r) and head cameraman Chester Gleason (backgrc 

ihown here responds easily 
Jamieson's director Jerry 
nd) to shooting location 


fciast week history made a come- 
back. Shelving modern television film 
and tape techniques for turn-of-the- 
century movie making, the Jamieson 
Film Co. of Dallas came up with a 
series of commercials, aired for the 
first time 1 October, which could be 
the start of a back-to-the-good-old- 
days trend in air media advertising. 

Use of the outdated "flicker" treat- 
ment came to mind when Fitzgerald 
Advertising agency of New Orleans, 
turned over to Jamieson an assign- 
ment of tv commercials for Blue Plate 
Foods, Inc. which called for recreat- 
ing a scene from 1910. 

Jamieson's first job was to gather 
authentic props, costumes, and sets. 
The need for a 1910 Locomobile was 
quickly answered by the Dallas Horse- 
less Carriage Club whose members 
eagerly pitched in and restored the 
car. This, incidentally, required 
3,900 hours of labor. 

Next step on the agenda: Recreat- 
ing the 1910 flicker effect. And here 
a slight complication arose. Jamieson 
found that the modern camera and 
film processing, having been specifi- 
cally designed for smooth action and 
I pictures of high photographic quality, 

could not adequately simulate the 
old-fashioned technique. Solution: 
to come up with an old camera (a 
simple task) and one which would 
work (this not so simple). 

It was found pronto — a 45-year-old 
Bell and Howell studio hand-crank 
model — where it had been left to 
gather dust in the Jamieson store- 
room some 30 years ago. Surpris- 
ingly the old machine went to work 
with relative ease. 

It wasn't the camera, Jamieson then 
discovered, that was the greatest 
problem, but the crew. Accustomed 
to the completely motor driven equip- 
ment of our time, the cameramen 
were stuck for knowledge and facility 
in operating the hand-driven model. 

Founder of the film company Hugh 
Jamieson Sr., who was schooled in 
the movie making of the old days, 
brought the men back-to-date on the 

Even director Jerry Dickinson and 
his staff, spent several days re-learn- 
ing the old gestures and pantomime 
of the "silent" era. 

With the final step taken by the 
processing lab personnel, who found 
they could reproduce early film qual- 


it\ best through use of sound record- 
ing film, preparation time was over 
and Jamieson ready to roll. 

It took some four days to complete 
the commercials — a series of three 
plus two days of looking for a 
suitable location in Dallas. '"Getting 
awaj from the scores of present-day 
telephone poles, cars, and house-, w as 
not easy.'" said Campbell Fairley. 
T itzgerald agency spokesman, "but 
once we found the right spot, every- 
thing followed smoothly." 

Each of the three spots utilizes the 
same format, although each differs in 
content. The first opens up. in typical 
flicker-style, on a 1910 family driving 
off to a picnic in their Locomobile. 
A shift in scene finds the familv at 
the picnic grounds, blanket with food 
spread out before them. The voice- 
over narration — used throughout all 
the spots — explains how foods in the 
early days were bland, unexciting. 
There's a dissolve, and we're back 
in the '60"s looking at a modern out- 
door picnic, w ith an accompam ing 
narration on the changes in food to- j 
day, specifically Blue Plate Food's 
prepared mayonnaise. 

The second commercial, following 
the style of the first with about 20 
seconds of the old-style movie, de- 
picts a 1910 couple out canoeing, I 
leads into a 1910 kitchen where the 
housewife is struggling to make her 
own mayonnaise, and dissolves into 
modern setting from there — first a 
speedboat scene, with the couple 
water skiing, then an up-to-date kit- 
chen with the housewife's job of pre- 
paring tasty meals simple and time- 
saving because of prepared foods. 

The hand-crank camera was not 
necessary for the third commercial, 
since the first scene was set in the 

Will this type of technique prove 
successful? That remains to be seen. 
since the test has just gotten under- 
way. (Blue Plate Foods has bought 
programing and spots in 43 South- 
east and Gulf Coast markets, includ- 
ing the half-hour syndicated mystery 
show Brothers Branigan, which made 
its debut only last week.) There's a 
strong feeling of optimism, however, 
on the part of both Blue Plate and 
Fitzgerald executives, who feel their 
unique way of telling the story will 
bring rapid, substantial results. ^ 


FortWorth ®@Dallas ^hreveport t 
~ New JBi 
Austin & Houston Orleans ^ 

Chihuahua MAntonio 

im& ©/Corpus Christi 

\ T r°# Ur l| |atamoros GrLF 

o v 
Durango v 

MananilfiS.City PueblaO^^, /SHE 

""- Mexico '-^ ^ 

"~ '"uATESIA 

What's going on in 
Mexican television? 

Frank Boehm (below), ivriter of this 
article, is vice president and director 
of research-promotion-advertising of 
the Adam Young Co.. but his recent 
trip to Mexico, out of ivhich this ar- 
ticle came, had nothing to do with his 
position in the rep firm. His experi- 
ence in U. S. broadcasting provides 
him with valuable background in eval- 
uating trends developing in Mexico. 

I here is probably more interest b\ 
U. S. advertisers in Mexican televi- 
sion than in any other Latin- Ameri- 
can video market. 

Advertising in Mexico is a S110 
million-a-year business. The bulk of 
this ad money goes to radio and tv. 
This is partially a result of the news- 
papers' inability to meet the advertis- 
ing standards of sophisticated ager-j 
cies, partially because of government 
restrictions on outdoor advertising 
adjacent to federal highways, but it 
is mostly because of the natural de- 
sire of the Mexican people for thel 
type of entertainment provided by thel 
broadcast media and the consequent! 
ability of those media to move mei 

Advertising time is difficult to o! 
tain in both broadcast media, esp< 
cially on Mexico City stations. Sin < 
10' , of Mexico's purchasing pow 
is concentrated within a short radi is] 
of Mexico City, the Federal DistriJ 
i the state in which the capital lie^)| 
is the prime target of any efficienl 
Mexican media buy. 

Radio stations run the gamut m 



popular music, drama, sports and 
ane station (taking advantage of the 
lack of governmental restrictions) 
broadcasts commercials, separated 
(only by time signals at regular in- 

Television, while representing the 
greatest potential sales force for the 
lational advertiser (there are 660,- 
,)00 television homes in Mexico, 85% 
)f which are in the Federal District) 
I hampered in its growth by the re- 
luctance of the Mexican government 
1) to allocate additional channels 
n Mexico City, or (2) to permit for- 
ign investments in the communica- 
ions industry. Unlike other Latin- 
American countries, Mexico prohibits 
oreign participation in any phase of 
ts communications system, which 
ncludes Mexico's radio, television, 
highways, airlines and so forth. 
Emilio Azcarraga, who controls all 
ut a handful of Mexico's tv stations 
now operating or planned in the 
breseeable future) is interested in 
stablishing a television link with this 
ountry, but admen say he appears 

determined to keep imports of Ameri- 
can programs to a minimum while 
hinting at the possibility of an export 
market in Central and South America 
for Mexican programs. 

Azcarraga operates the Telesistema 
Mexicano, a network of inter-con- 
nected stations throughout the coun- 
try. Key to the Telesistema lies in 
Azcarraga's ownership of all three 
television stations in the vital Federal 
District (Mexico City). These three 
television stations (channels 2, 4, and 
5) operate from the lavish Televicen- 
tro in downtown Mexico City. This 
production plant rivals any in the 
world, with 17 studios and 60 tele- 
vision cameras in use, including two 
studios with facilities to seat over a 
thousand people. 

Channels 2 and 4, in addition to 
serving the Federal District, feed 
their signals to repeater stations sur- 
rounding Mexico City, and this pro- 
graming is further relayed either 
directly or via tape delays throughout 
the Telesistema. ( Telesistema Mexi- 
cano. incidentally, operates Mexico's 

only video tape center). 

Channel 5 is operated as a "local" 
station. Programing is limited t;> 
films and children's programs and, 
unlike channels 2 and 4, which have 
identical rate cards, channel 5's rates 
are substantially lower and provide 
the only means by which local busi- 
ness can afford to use the medium. 
(There is no provision for frequency 
or volume discounts). 

As might be expected, the top-rated 
programs on Mexican television are 
comedy, musical comedy variety, and 
live dramatic shows which bring lo- 
cal Mexican talent to the people. 
Ratings are produced monthly in 
Mexico City by a firm employing the 
personal coincidental technique, a 
system which is not common in the 
U. S. because of labor costs. 

The government operates a board 
of censorship which must pass on all 
program material for public con- 
sumption. Strangely this has result- 
ed in programs such as Wyatt Earp 
being classified as "adult" and not to 
i Please turn to page 49) 

I0BLE ADVERTISING is considered the 'hottest' agency in Mexico City currently, though ther 
Shown in a planning conference (I to r), Edward J. Noble, president and founder; Alvara ( 
ian. creative dir.; Paul Scott, v.p. and acct. supvsr. Accounts include P&G, Du Pont, 3M, Revlon 

are a number of branches of U. S. agencies 
onzales, v.p. and acct. supvsr.; Jay Wasser- 
Standard Brands, Carnation, Mennen, Viclc 

ONSOR • 10 OCTOBER 1960 


Facts & figures about radio today 


Radio set index 





156,394,544 146,200,000 

Radio station index 

End of August 1960 


End of August 1959 

3.406 I 107 

Radio set sales inde: 


August 1960 

August 1959 

8 months 

8 months 







Source: Elec 
figures are fac 


tronic Industries 

951,137 9,238,290 

Vssn. Home figures »re estimated 
Tiese figures are of U.S. productlor 
to the home sales figures. 


retail sales, auto , 


Four-fifths of the daytime radio audience are television homes 

Homes using 8,407 7,566 7,368 6,478 6,330 5,934 4,896 4,302 4,154 4,500 


The above chart, based on a Nielsen survey, shows the television penetration in radio homes by hour. The figures represent 
a Monday through Friday average, November-December, 1959. Note the gradual decline in radio listening through the day. 








U G L. A S Q C-g_^ 

WTIC 50,000 watts 




A Great New Market! 

82% unduplicated audience on the 
only primary ABC station between 
Atlanta and the Gulf! 

Top ABC Programs! 

Shows like Maverick, Cheyenne, The 
Real McCoys, Sunset Strip, Hong 
Kong, Lawrence Welk, and The Un- 

The Best of NBC 

Programs like Wagon Train, The 
Price Is Right, and the Huntley- 
Brinkley News . . . plus top syndi- 
cated programs. 




Ask about 

availabilities on 


Chattanooga. Tenn. 

The #1 night-time 


National and regional buys 
in work now or recently completed 



American Motors Corp., Detroit: Schedules for Rambler begin 
this month on about 125 stations in 75 markets. Prime night min- 
utes, five to 10 per week per market, will run for six weeks. Buyer: 
Betty Powell. Agency: Geyer, Morey, Madden & Ballard, Inc., N. Y. 

Chesebrough-Pond's, Inc., New York: Going into about 25 mar- 
kets this month with schedules for Pertussin. Placements vary, some 
for as long as 26 weeks, using day minutes. Buyer: Dick Brown. 
Agency: Compton Adv.. New York. 

Studebaker-Packard Corp., South: Schedules for the Lark begin 
this month in 25-30 markets where S-P can't get clearance for its 
network programing. Buys are for eight to 10 weeks, mostly sports 
adjacencies. In addition, it is placing Filmways' new situation come- 
dy, Wilbur and Mr. Ed, on a dealer co-op basis, to start in January 
for 26 weeks. Buyer: Bob Lazetera. Agency: D'Arcy Adv. Co., 
New York. 

International Latex Corp., New York: Night minutes for Playtex 
bras and gloves begin this month for 39 weeks. Schedules for the 
bras are in about 75 markets, for the gloves in about 40. Bob Bruno 
buys at Reach, McClinton & Co., New York. Other night schedules, 
on its girdles, begin early November for 13 weeks, also in about 75 
markets. Girdle is handled by Ted Bates & Co.. New York; the 
buyer is Greg Sullivan. 

Chesebrough-Pond's, Inc., New York: Five-week campaign for 
Vaseline hair tonic starts in October. Fringe night minutes are 
scheduled in about 35 markets. Buyer: Alan Silverman. Agency: 
Norman, Craig & Kummel, Inc., New York. 

Lever Bros. Co., New York: Silverdust schedules start at different 
times in October in about 35 markets. Schedules are for six weeks, 
day and night minutes. Buyer: Bob Bridge. Agency: SSCB, N. Y. 


Kraft Foods, Chicago: New schedules for Miracle Margarine start 
in October in 25-30 markets. Day minutes and 30's are set for eight 
to 10 weeks. Agency: Needham, Louis & Brorby, Inc., Chicago. 
Chun King Sales, Inc., Duluth: Campaign for 10 weeks on its food 
products starts 24 October. Moderate frequencies of day minutes are 
being bought. Agency: BBDO, Minneapolis. 

Fisher Body Div., General Motors Corp., Detroit: Planning its 
'60-'61 campaign, to start 14 November in a four-flight series. About 
300 stations in 55 markets will be bought using these minimum traf- 
fic frequencies: 20 spots per week in two-three station markets; 30 
in four-five station markets; 40 in six-seven station markets; 65 in 
eight-or-more station markets. Buyer: Maria Carayas. Agency: 
Kudner Agency. Inc.. New York. 







1960 AIR MEDIA BASICS $2.00 


1 to 10 
10 to 50 
50 to 100 
100 to 500 
500 or more 

40 cents each 
30 cents each 
25 cents each 
20 cents each 
15 cents each 

To Readers 

Service, SPONSOR, 40 E. 49th Street, N. 
Please send me the following: 

Y. 17 














i iS 




o* CO 

ss &> 

* S 


t? 5 

I a 

S *"* 

5 # 

1? •» 

I s 

00 o 



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I3W HIV 0961 












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3E cj 






As more stations gain tv tape know-how, SPONSOR ASKS: 

How can locally produced tape 
shows be given national appeal? 

E. Jonny Graff, <•/>• '« charge of sales, 
eastern division, NTA, New York 
Although it seems academic to 
mention it at this late date, it is a 
proven fact that locally produced tape 
shows can and do have national ap- 
peal. There is no mystery to how 
this has been accomplished. It is 

simply a blend of show business in- 
tuition, good taste, and professional 
production techniques. For a tv sta- 
tion on the West Coast has put a lo- 
cal show like Divorce Court into 
more than 20 markets ; WPIX in New 
York has put one-shot documentaries 
like the Russian and Hitler films into 
many major markets; KDKA in 
Pittsburgh has put its kiddie show 
into other Westinghouse markets; 
and last but not least, WNTA-TV, 
through its parent company, National 
Telefilm Associates, New York, has 
put programs like Open End, Mike 
Wallace, Bishop Sheen, Alex In Won- 
derland, and the award-winning Play 
of the Week into national syndication 
with great success. 

A look at the type of shows that 
have been successful in their nation- 
al appeal indicates certain facts: Ob- 
viously, they all start with a good 
script, believable personalities, and 
top-flight production; but the impor- 
tant element is the general appeal of 
the subject matter. Shows that deal 
with religion, national themes of a 
controversial nature, such as our 
Open End program, the Westinghouse 
produced Civil War series, or even 
Traffic Court, are sure bets to win 
national acceptance. On the other 
hand, programs that are indigenous 
to local areas, such as a fishing show 
taped on the west coast of Florida, 
would certainly not be adaptable to 

tape syndication with any degree of 
national appeal in other sections of 
the country where the sport of fish- 
ing is followed along completely dif- 
ferent lines. Conversely, a bowling 
show, a bridge game, or even golf les- 
sons, when fortified with big name 
performers who may be available in 
certain markets, certainly are pro- 
grams with a national appeal. 

I have not mentioned the element 
of music which is a great national 
leveler. Here, if a local station is 
lucky enough to have a Liberace or a 
Jonah Jones group available, it can 
obviously set up a musical tape show 
with strong national potential. In 
Chicago, WGN is even now taping its 
great music from Chicago series for 
national syndication after having 
tested the show locally. In like man- 
ner, KDKA in Pittsburgh is consid- 
ering using its own excellent musical 
groups as a springboard for a syn- 
dicated tape show with national ap- 
peal. However, if I were to give ad- 
vice to local stations regarding the 
formating of programs for national 
exposure, I would urge them not to 
try to compete with the major market 
stations who have available all the 
big name stars necessary for good 
dramatic or musical casting. I would 
suggest to them that they think in 
terms of specialized programs that 
they can produce with their limited 
facilities, yet which will stand up 
when compared with the material 
coming from the production centers 
of the country. For example, a sta- 
tion in New Orleans produced a most 
unusual documentary concerning a 
dav in the life of a Carmelite nun. 
By taking the viewers inside the clois- 
ter and through the ceremony the sta- 
tion was able to create a memorable 
and unusual program just recently 
shown on our New York station 

In summing it up, his shows can 
spring from most any source. There 
is no predicting what the changing 
tastes of the American public will ac- 
cept as subject matter with national 

appeal. When I was asked about the 
possibilities of syndicating Play of 
the Week, I was fearful of the recep- 
tion in the hinterlands of programs 
like ■"Medea," "Tiger At The Gates," 
and "The Cherry Orchard." I ques- 
tioned their national appeal once we 
left the metropolitan centers. How- 
ever, we have been enjoying unusu- 
ally high ratings throughout the 
country with these same programs. 
The same is true of Open End, which 
many people would consider an egg- 
head show and one which would not 
go well outside of New York. 

So to all your frustrated produc- 
ers who thirst for national recogni- 
tion, survey your market for out- 
standing personalities, unusual loca- 
tions, or gifted writers who can tie 
together all these indigenous elements 
into a genuinely interesting presenta- 
tion, and vou will have answered the 
question that started this article. 

Ward L. Quaal, nce president and gen- 
eral manager, fFGN, Inc., operating JTG.V 
Syndication Sales, Chicago 
Tape is certainly opening up new 
vistas for viewers everywhere. A sub- 
ject of universal interest and, in some 

cases, known talent, are the necessary 
elements of any program produced 
for national distribution. 

Our Great Music series, for exam- 
ple, appeals to audiences everywhere 
and is therefore ideal for internation- 
al as well as national syndication. 
Here you have the combination of 
good music's universal appeal and 
the magic of such great names as 
Reiner, Fiedler, Barlow, Kostelantez, 
Barbirolli, Beecham and a score of 
others distinguished in the field. 
(Please turn to page 53) 



10 OCTOBER 1960 



Yes, WRAL-TV is your biggest sales picture 
in the Raleigh-Durham area with top daytime- 
nighttime audience from sign-on to sign-off. 





21 1,300 







48 42 

ARB 1960 Television Coverage 
Study places WRAL-TV FIRST in 
every category. This is your number 
one time buy in North Carolina's 
second largest market. 

• NBC Programming • ABC Features 

• Local Color Film and Slides 

• Ampex Video Tape Recorder 

• 4 Camera Mobile Unit 

• Top Talent 



Represented by: 

***H-R Television Inc. 







{Continued from page 33 ) 
on two CBS shows: the 1960 initial 
showing of Person-to-Person and Eye 
Witness. Esquire will continue to sell 
its five product line on Witness and 
the CBS interview -panel show. Face 
the Nation for the rest of the season. 
\-ide from the matter of prestige 
other reasons went into the change- 
over: it was felt that after more than 
two years the time was right to go 
after the audiences in prime hours. 
In addition — the shows themselves — 
Eye Witness, Face the Nation, at- 

tracted sponsorship — MW&S men told 

After carefully screening "hun- 
dreds of tv properties," these shows 
beckoned as good advertising vehi- 
cles. The Person-to-Person opening 
show which was devoted to a full 
half-hour visit with Senator Kennedy 
and his wife, was a strong opening 
for the fall 1960 campaign introduc- 
ing Esquire's newest odorless product. 

A new 10-second radio jingle I.D. 
in the top 15 markets will bolster the 
tv campaign. The six-week radio 
push, which also broke last week. 

For every 10 cars in the Indian- 
apolis Trading Area . . . there are 
13 in its Satellite Markets. 

Call us . . . find out why this big 
.Mid-Indiana television market is 

Where else will you find satellite 
markets that are 15% richer and 30% 
bigger than the metropolitan trading 
zone itself ... or such a widespread area 
covered by just owstation with no over- 
lapping basic affiliates of the same net- 

WFBM-TV Aomimtes Mid-Indi- 
ana, because it is the only basic NBC 
outlet penetrating this market. K.C.S. 
No. 3 confirms these facts . . . and we'll 
back this up with county-by-county 
retail sales figures for market planning. 
Let us show you how to test regional 
marketing ideas with amazing results. 

America's 15 th TV Market 

S° W-° ° Indianapolis — Major retail 
area for 18 richer-than-average counties 
1,000,000 population— 350,600 families with 
90% television ownership! 


)••* 11 Satellites — Each market 
within WFBM-TV's verified coverage . . . 
Marion • Anderson • xMuncie • Blooming- 
ton • Vincennes • Terre Haute • Lafayette 
• Danville, Illinois • Peru • Logansport • 
Represented Nationally by the KATZ agency 

calls for up to 80 announcements a 
week. It will be used to introduce 
the odorless boot polish. 

The Esquire campaign will also hit 
Canada with one-minute tv commer- 
cials in eight markets. 

Esquire's return to night net also 
heralded a "first" for the company. 
In an effort to reach and acquaint 
food brokers in the 85 key markets 
as well as company sales people with 
a completely new line of Knomark 
products, a 15-minute-personal-touch 
pep talk was taped by Knomark pres- 
ident Irving J. Bottner, for distribu- 

The innovation here, was the use of 
tape, which brought the cost down to 
an approximate one-eighth of the 
cost of filming for a comparable seg- 
ment. The idea — the agency's — was 
born with the taping of a new song- 
and-dance commercial to introduce 
No-Odor Boot Polish. 

Against an already established stu- 
dio set, and with equipment set up 
for the commercial taping, Bottner in 
a natural manner, explained (and 
showed) the new line of Esquire 
products. Film transfers will be made 
and dispatched to brokers for use in 
regional meetings across the country. 

To assure utilization of the tape 
talk. MW&S worked with Esquire's 
ad manager Lionel Braun to develop 
a series of night letters. 

( The first regional broker-salesman 
meeting featuring the Knomark presi- 
dent's taped talk was held in Chicago, 
last weekend — 8 October.) 

The new Boot Polish commer- 
cial represents a fresh new approach 
in commercials for Knomark. In keep- 
ing with the concept of a new shoe 
polishing product, a song-and-dance 
commercial incorporating a catchy 
tune and spirited lyrics was designed 
by the MW&S creative team headed 
by senior v. p. and account supervisor 
Lockman and comprised of Jeanne 
Harrison, executive tv/radio producer 
and v.p., and copy chief Al P. Berger. 

A bit of irony centers around the 
second commercial idea which re- 
volved around a pantomime routine, 
featuring facial expressions drama- 
tizing the jingle telling that no un- 
pleasant odor can be detected in the 
new polish. Looking for a good panto- 
mimist with an appealing quality, the 
agencv creative team considered 

Jimmy Savo — and days after that 
idea was discarded in favor of the 
dancing commercial — He died. ^ 



{Continued from page 41) 

be shown prior to late evening hours, 
at a risk of a 50,000 peso fine ($4,- 
000 U. S.). 

Copy restrictions are imposed on 
products which relate to health or 
well-being. No competitive claims may 
be made unless the government health 
board considers them to be fully justi- 
fiable based on laboratory testing. 
For many products, therefore, the 
challenge to move goods can be met 
only by the advertising agency's crea- 
tive ability. Ad presentation, rather 
than product characteristics becomes 
the catalyst for increased sales. 

Although there are many branch 
offices of major U.S. agencies in Mex- 
ico City, Noble Advertising, a local 
agency, is considered the "hottest" 
currently and in a dead heat with the 
Mexico City branch of McCann-Erick- 
son for top honors. 

Founded in 1951 by Edward J. 
Noble, Noble Advertising enjoys a 
list of clients that would make many 
a U.S. agency envious. Among the 
more familiar "American" clients on 
the Noble list are: Procter & Gam- 
ble, Carnation, Admiral, Du Pont, 
Kimberly-Clark, KLM Airlines, Min- 
nesota Mining, Standard Brands, Rev- 
Ion, Mennen, Beech-Nut, Corn Prod- 
ucts, Brylcreem, U.S. Rubber, Vick 
Chemical, Allstate Insurance, Mohawk 
Rugs, Noxzema and Warner-Lambert. 
Billings are over $4 million (U.S.). 

Forty percent of Noble's ad money 
is placed in radio, but the agency is 
currently spending more money in tv 
than all other Mexico City agencies 

The heart of Noble's television em- 
phasis is a unique use of the medium 
developed after a thorough analysis 
of the more usual forms of utilizing 
tv. Early this year, Noble closed a 
deal with Telesistema which includes 
over five hours of broadcast time 
daily over the three local Azcarraga 
stations. Such a bulk purchase of 
broadcast time is now being utilized 
by Noble to advertise its 50 brand 
names. In this manner, the agency is 
able to obtain program association at 
the cost of straight spot advertising. 

Another departure from U.S. stand- 
ards is Noble's approach to the use 
of television in advertising a personal 
women's product. Hal Greenfader, a 
26-year-old Long Islander, is account 
executive on the Kimberly-Clark ac- 
count, which is using television for 


the first time anywhere in the world 
to advertise its Kotex product. Green- 
fader reports no adverse public reac- 
tion to the campaign which utilizes 
the mother-daughter relationship with 
virtually no "sell" involved. The 
product enjoys a 70% share of all 
sales in its category in Mexico. 

So far as tv in general is con- 
cerned, Mexico appears to be a coun- 
try of conflicts. On the one hand, 
there abounds creativity at both the 
agency and station level, but a rigid 
television situation may prevent this 
country from matching the rapid ex- 
pansion as it appears to be develop- 
ing in other countries south of the 
border, with U.S. technical, financial 
and programing assistance. 

More and more U.S. businessmen 
are eyeing Latin America as a grow- 
ing market for goods and services. 
Not the least interested are the U.S. 
advertising and broadcasting leaders. 

ABC's newly formed International 
Division has announced the formation 
of networks in Central America and 
Venezuela and has just moved into 
Ecuador. CBS has just tied up with 
Goar Mestre (the Cuban broadcasting 
tycoon ousted by Fidel Castro) in 
Argentina. ^ 


When it comes to reaching the enor- 
mous Negro Community of greater New 
York, time buyers sum up their strat- 
egy in three little words: "LIB IT UP" 
The reasons are simple. Whether you 
sell a LIBation or appeal to the LIBido 
only WLIB can do- 
the effective job. 

we eneuuve juu. a -,- 

Hotel Theresa, 125th Street & 7th Avenue. New York 27, N. Y, 






(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520.100 Drug Sales $ 40.355,000 

Households 423,600 Automotive Sales $ 299.539.000 

Consumer Spendable Income General Merchandise $ 148.789.000 

$1,761,169,000 Total Retail Sales $1,286,255,000 
Food Sales $ 300.486,000 


According to March 1960 ARB wc average 79.1% share of audience from 
9 a.m. to midnight, 7 days a week. 


A James A. Noe Station 

Channel 8 
Monroe, Louisiana 

Represented by 

H-R Television, Inc. 

Photo: International Paper Company's Natchez Mill. Natchez, Uistissippi, which pred-uces 
dissolving and paper pulp. 



the STORE R station 
backed by 33 years of 
responsible broadcasting 


[Continued from page 30) 

and subtracted some others you'd 
have a whole new schedule anyway." 

Still another marketing Factor was 
cited by Kemp of Compton: "The 
fact of life in spot buying is that it's 
not often you'd have a client stand- 
ing by to pick up a spot at the pre- 
cise time another account dropped 
it." Another adman elaborated: "An 
advertiser isn't going to kill a sched- 
ule he's running with and pick up 
some quick spot, even if he were per- 
mitted to!" 

Reps agree there is often a backlog 
of orders because of client's clamor 
for top spots in the top markets — the 
top markets being, in most cases, the 
largest 10 to 25 metropolitan areas. 
Because these are the population cen- 
ters in which the greatest proportion 
of the national mass market is con- 
centrated, these areas are "must buys" 
for any national marketer. But even 
in these "tight"' markets prime spots 
are available if advertisers and agen- 
cies wait their turn and or get their 
orders placed in reasonable advance 
of air time. 

Jack Mohler. eastern sales mana- 
ger of Television Advertising Repre- 
sentatives, makes the point that "All 
reps are interested in broadening the 

ise of spot tv. We don't want more 
and more business from fewer and 
fewer clients." He noted that his 
firm in its first year of operation 
showed 20"7 of its billings coming 
from agencies or advertisers with 
whom the stations had never previ- 
ously done business. He suspects that 
charges of close-out and freeze come 
from two sources : (1) agencies them- 
selves, and i 2 i competitive media. 

Why agencies'? Because, says 
Mohler. "Spot tv is admittedly com- 
plicated and hard to buy. It requires 
a lot of people — and good people. 
Larger agencies have bigger media 
departments and are more geared to 
buying this kind of tv. Many small 
agencies are on the defensive about 
spot: thev don't know how to use it 
or thev don't want to because of the 
cost, and they use as an excuse to 
their accounts that 'it's impossible to 
get good time slots in spot." " 

Denninger of Blair-TV concurs. 
noting that "This is a perfect excuse 
for the agency. The agency doesn't 
make more money immediately, be- 
cause of the cost of personnel and 

operations, hut in the long run main 
an agency has made more money than 
it ever dreamed of by using spot tv." 
He cited Lestoil. again, as a case in 

\> hy do competitive media take 
swipes at sp<.t t\ ? 

"For the obvious reasons!"' said 
one media v. p. at a major agency. 
"They know they have a technical 
advantage, particularly in newspapers 
and print, because they are easier and 
simpler to buv." But he agreed with 
several admen who think the anti-spot 
tv changes come largely from agency- 
people who "don't want to be both- 
ered with it. don't know how to buy- 
it or want to take the easy media 
way. To do this, thev must have 
a defense for the client." 

No advertiser uses only tv an- 
nouncements during prime times: cli- 
ents want a balance in their effort as 
well as the advantage of frequency 
discounts. This is why anv sharp 
buyer who knows what his client 
needs, who knows markets and the 
intricacies of buying, can come up 
with a fine schedule at almost any- 
time. So say the representatives. 

Media pros agree, but they think 

ACTS OF MARCH 3. .: -.J AND JULY 2. 194« 
"Title 39. United States Code. Section 233) 

showing t;;:- nagement 


sponsor published weekly at Baltimore. Mary- 

editor, managing 

roneck. New Y'ork. 

Executive Ediu 

e President: Bern 

New York. 

: SPONSOR Publications Inc.. 

Mamaronck. N. Y. ; Elaine C. 

Glenn. Mamaroneck, N. Y. ; Ben Strouse. Balti- 
more, lid.; Ruth K. Strouse. Baltimore. *'" 
William O Neil. Cleveland. Obi< " 

: Henry J. Kauf- 

. .. Bloom. New York. 
: Pauline H Poprele. New York. 

Judge M S Kronheim. Washington. D. C 
man Reed. Washington. D. C : Ade'.e Le 
Washington. D. C. : J. P. Williams. Daytoi 
.lerome Saks. Washington. 
Koste. Hawthorne. " "~ 

. Catherine E. 
B Wolf. Wash- 
ington. D. C. : Bernrad Piatt. Rye. N. Y. 

bondholders, mortgagees, and 
s owning or holding 1 percent 

r more of total i 

4. Paragraphs 2 a 

also the statements L 

the affiants full knowledge and t 

me of the person 
i paragraphs show 

s of the company a 

of t!i i> ;>jMi<-ation sold o 
mails or otherwise, to paid subscribers during t 
12 months preceding the date shown above wi 
9110. (This information is required f— 
weekly, semiweek 1 

SEAL: Laura Oken 

10 OCTOBER 1960 


Continued from page 35) 

nd regional meetings. These are 
onsidered by many to be the most 
mportant function of the network. 
\t these meetings, members can dis- 
uss problems, make suggestions, 
ffer campaign ideas, ask questions 
nd generally learn what's happening 
I other markets. They also exchange 
ase histories, operating statements 
nd client lists. The meetings are 
sually very well attended. N.A.A.N. 
'lakes attendance compulsory, and 
harges absentees for their share of 
i'ie expense pool. 

In addition to N.A.A.N., F.A.A.G., 
II.A.A.N., and T.A.A.N., there are 
ational Federation of Advertising 
jgencies, Affiliated Advertising agen- 
Network and Continental Adver- 
ting Agency Network. 
Generally, networks seek medium- 
zed agencies with good credit and 
I ill staffs as new members. Members 
■e usually selected by invitation. In 
1 cases, prospective members must 
tend at least one regional or nation- 
meeting, to meet affiliates, learn 
>out the operation, and present his 
asons for thinking he is a qualified 

The first cooperative group of in- 
TJendent advertising agencies was 
:gun by A. J. Izzard and William 
orsley in Seattle in 1926. The first 
today's networks, F.A.A.G., was 
[unded by Lynn W. Ellis in 1928. 
',2 is generally considered the father 
I the agency network concept. Ellis, 

ONSOR • 10 OCTOBER 1960 

who at one time was a vice president 
and director of H. K. McCann Co., 
and in his later years (he died in 
Sept. 1959) was an advertising agen- 
cy consultant, also was instrumental 
in starting C.A.A.N. and N.A.A.N. 
both in 1932. His Ellis Plan Foun- 
dation consultancy operation is being 
carried on in Westport, Conn., by his 
wife, Mary Ellis. 

What is the outlook for agency 
networks? "Better than ever," said 
N.A.A.N. exec, secretary Oakleigh R. 
French. "As the demand grows for 
complete marketing service, network 
membership becomes more valuable," 
he said. 

"A small or medium sized agency 
can't operate without network affilia- 
tion," opined Allan J. Copeland of 
M.A.A.N. "The average small agencv 
has nothing to sell on its own but 
personality," he said. Another 
N.A.A.N. spokesman felt his net- 
work's marketing pattern, "is creat- 
ing a whole new marketing device 
that will no doubt be emulated." The 
outlook is "excellent" he said, "with 
more and more agencies becoming 
qualified through network affiliation, 
to handle clients they wouldn't have 
dreamed of tackling 10 years ago." 

As Ben Reiss put it: "During the 
next decade great emphasis will be 
placed on generating marketing effi- 
ciencies. As all sales are local sales 
the need for spot professional market- 
ing assistance at the focal point, 
where sales are made, will rapidly in- 
crease. As darn few- agencies can 
afford local office services in all im- 
portant marketing centers, networks 
must obviouslv grow to fill the need 
... as demand for market efficiency 
grows, coverage will be needed in 
many more than the Top 10 or 20 
markets," he said. 

There is also a growing optimism 
that larger agencies will be elected to 
networks in the next few years, and 
network agencies will concentrate on 
larger and more profitable accounts. 
"After all," an A.A.A.F. spokesman 
told sponsor, "an agency network 
offers one thing that major large 
agencies can't boast of in all branch 
markets: fully staffed self-contained 
agencies. Too many large agencies 
merely have service offices in very 
important markets." Another net- 
work booster exclaimed: "There s no 
doubt. We're a definite threat to the 
majors."' ^ 




39th St., East of Lexington Ave. 


Salon-size rooms • Terraces • New 
appointments, newly decorated • 
New 21" color TV • FM radio • New 
controlled air conditioning • New 
extension phones in bathroom • New 
private cocktail bar • Choice East 
Side, midtown area • A new concept 
of service. Prompt, pleasant, un- 

Robert Sarason, General Manager 
ORegon 9-3900 











the STORER station 

backed by 33 years of 

responsible broadcasting 


[Continued from page 31) 

and here the important thing is judg- 
ment. Daytime tv is more often a 
media buy. more often bought on a 
numbers basis." 

For some other agencies, daytime 
network tv is the last outpost of out- 
and-out agency production of pro- 
grams. Just about all of the CBS day- 
time serials, for example, are pro- 
duced by Young & Rubicam, Leo 
Burnett. Benton & Bowles and Comp- 

A J. Walter Thompson spokesman, 
however, conceded nothing to the ero- 
sion of the agencyman's position, de- 
claring that "the role of the program- 
ing executive is more significant than 
ever. He has to have the ability to 
influence program content without 
the power of production. 

"We all recognize that control now 
rests outside of the agencies. But 
the client looks to the agency to rep- 
resent him in seeing that a show re- 
mains the best possible buv for that 
client. And the sponsors backing is 
still the great force in this business." 

The ability of an agency to influ- 
ence creative decisions, he agreed, de- 
creases proportionately with the de- 
crease in its share of sponsorship — 
"if for nothing else than in the inter- 
est of sanity." With scatter plans or 
spot carriers, "the premium is on 
judgment as to what shows go on. 

"If it's the considered judgment of 
the JWT programing department that 
the best way to spend a client's dol- 
lars is through a spot carrier, media 
will, of course, be a party to that de- 

The programing v. p. at one of the 
top tv- using agencies discussed 
the "influence" of the agency more 
specifically. "Look, if there is any- 
thing in a show that pertains to the 
sponsor's business," he said, "the 
agency is going to have some sort of 
veto power whether major control of 
the show rests with the packager or 
a network. If my client sells peanut 
butter and the script calls for a guy to 
be poisoned eating a peanut butter 
sandwich, vou can bet we're going to 
switch that poison to a martini. 

"On any controversial issue, we'll 
throw our weight any way we can." 
he stated. "After all. we're frying to 
sell something to all groups of people, 
and although it mav make writers and 

producers of entertainment and dra 
ma shows scream at times, we have 
to have certain conditions in our fa 
vor when we put up the money.' 

Beyond these questions of sponsoi 
self-interest, and any questions ol 
taste, "the agency wields influence t< 
the extent that the agency can show 
it is being constructive." 

The networks have little quarrel 
with the agencies' appraisal of theii 
"constructive influence." As Thoma: 
\^ . Moore, v.p. in charge of program- 
ing at ABC TV, put it, "Thev are. oi 
course, watchdogs for the advertisers' 
interests. But they are also of greal 
value in making creative suggestion? 
which mav lead to the success of a 

"Thev do not have the final sav 
but their ideas in developing a ne\i 
show and strengthening it while the 
series is in progress are many time: 
beneficial." he conceded. 

NBC's David Lew concurred, calli 
ins: network-agencv relations "amicai 
ble in the main." He charged thai 
"too often a writer iumDS on or* 
controversy and it gets blown up to 
look li^e we are always fending ovei 
'control.' On the contrary." Lew saidi 
"we believe that the agency person 
nel's intentions are constructive. W« 
have — for all of the tremendous 
amount of tv participation bv agem 
cies — very few critical problems 

"Most of their comment is mean] 
to be constructive, and the a^eno 
executive is usually well trained anc 
a very good interpreter back to hij 
management of show business probj 
lems — a sort of charsre (Taftairei 
When, however, strong differences i 
opinion occur, the network must 1 
the arbiter between the producer, al 
vertising agency, and client, becau- 
we bear the responsibility for what 
on the air. 

"Agencvmen, not onlv in tv d< 
partments, ma^e substantial contribi 
tions to attitudes in programing 
their interests penerallv are naralle 
to ours. But." Lew warned, "if t 
is ever to mature to all of its poter 
tial. greater perception on t"e part c 
the advertisers and their agencies i 
needed. I see an emergence of thi 
in better utilization of the medmm b 
sponsors in the area of puMic affairs 

CBS lets President Frank Stanton 
statements before the FCC last wii 
ter stand as its policy in dealing w'tl 


the agency programing chief. Stan- 
ton's stand was in general agreement 
.with the NBC and ABC positions, 
with stress on a "hands off" public 
affairs shows and strict limits to 
agency participation in drama shows. 
In the final analysis, it would seem 
that the agency tv executive's influ- 
ence is in direct proportion to his 
own standing, background and skill. 
"The degree of contribution is," as 
ABC's Moore noted, "dependent en- 
tirely on the individual and the re- 
spect that he commands in the indus- 

[ Who, then, is best suited to be an 
agency programing executive? As 
the man filling such a post at one of 
:he Top Five tv-billing agencies told 
SPONSOR, "You need a guy who 
foesn't exist! 

; He must be able to evaluate scripts 
as to drama, storv content and reso- 
utions. He should know music and 
arietv; performers and writers. He 
hould know statistics and ratings. 
He should be an administrator, execu- 
ive. salesman, p.r. man, and a natural 
dealing with others both within 
f ind outside of the agencv." 

He then added one more comment 
n the desired attributes of a good 
igencv tv exec: "He should love his 
msiness — and have a good hea'thv 
tomach." ^ 

newsreels, sports or humorous film 
clips can be made by any station that 
has access to a specific film library. 
The off-beat kind of programs such 
as women's featurettes and courtroom 
melodramas, can be produced by the 
larger market stations. 

Basically, the concept must have 
broad appeal and the execution must 
be of the highest professional quality. 

Josl Chaseman, program manager, 

WJZ-TV, Baltimore 

Pick a problem of interest to all 

parts of the country. Feature a fa- 


Continued from page 46) 

A program for pre-school children. 
r ke our Treetop House, has national 
ppeal and is being considered for 
Vndication because nursery and pre- 
':hool concepts are generic. 

Sports such as bowling, golf, and 
nnis have fair universal appeal but 
sed a strong "star" element to be 
ationally successful. Team sports 
ich as baseball, basketball, and foot- 
ball, for the most part, have more 
:gional and local appeal plus an all- 
laportant time element. They are 
lost acceptable on either a live or 
i almost immediate playback basis. 
| Discussion shows can be geared for 
litional audiences by simply booking 
jlebrities and carefully choosing 
lpi:s of broad interest, but here the 
leal moderator usually stands a 
letter chance of gaining audience. 

ie same is true of panel shows and 

Short program elements such as 

ONSOR • 10 OCTOBER 1960 

mous performer, writer, host, or offi- 
cial dignitary. Tape on location in 
exotic, beautiful or little-photographed 
places. Discuss your topic, expose 
some need or offer diversion in gen- 
eral terms or human appeal common 
to everyone. And keep the cost at- 
tractively low in relation to the aver- 
age station's limited programing 

Public service programing lends it- 
self most easily and appropriately. 
The pure entertainment show (except 
for the children's show) when pro- 
duced locally is usually, and rightly, 



v • • • • • 


The finest families in Phil- 
adelphia listen to WIBG. 
First in quantity, quality 
and on-the-air audiences, 
according to the latest Pulse 
and Hooper. • CALL KATZ 


station backed 

by 33 years 

of responsible 


clotted with local references and 
geared to the local taste, but a public 
service show, if conceived along en- 
tertainment lines rather than dusty 
cliche formats, more often than not 
has built-in appeal for all markets. 
Our Baltimore viewers have recent- 
ly seen a KYW-TV, Cleveland-pro- 
duced discussion of the steel strike, 
a KPIX, San Francisco, performance 
of Ernest Bloch's "Sacred Service," 
and a WBZ-TV. Boston, exclusive in- 
terview with East German Premier 
I Ibricht. Viewers in those and other 


The public 
service slant, 
conceived dra- 
matically, is 

cities saw a platform debate on the 
railroad featherbedding issue between 
union and management, and will 
shortly see a documentary called The 
Wild Ponies of Chincoteague, both 
produced by WJZ-TV. 

In all these cases, the show was 
conceived for one station in answer 
to one station's needs. It had fitness 
and legitmacy in those terms first, 
with thoughts of syndication or na- 
tional appeal second. It was precise- 
ly because these programs were con- 
ceived by an individual station and 
appropriate for an individual station 
that they proved fine for viewing 
elsewhere. Of course, each subject 
matter was of general as well as local 

National exposure must not be an 
end in itself. But stations and the 
communities they serve benefit when 
locally inspired stanzas have that na- 
tional or international appeal which 
comes from an exciting subject— 
whether person, place or problem. 

Edward L. Doyle, program manager. 
WNDUTV, South Bend, Indiana 

Producing a local program on tv 
for national syndication calls for an 
approach similar to that of the syn- 
dicated film producer and the news- 
paper columnist who must find the 
gem of an idea which, when put to 
the test, will stand the strain of coast- 
to-coast exposure and leave the audi- 
ence eager for more of the same. 

"Universal Appeal" is the key 
phrase; an ambition "devoutly to be 

wished" but devilishlv hard to come 

The great temptation on the part 
of the local producer is to seize upon 
an idea that has had great success in 
his own market, as for example a 
public service offering, and expect it 
to be equally well received in other 
markets whether near or far away. 
Once the product is in the mail, it 
leaves its local identity behind and 
must survive the scrutiny of a for- 
eign market solely on the strength 
of its universal appeal. 

Your local symphony will please 
the local market, but put it into syn- 
dication against the symphonic or- 
chestras from Chicago, Boston, New 
York and a few other major cities, 
and you won't sell it beyond the city 

You would expect stations in the 
major markets to have a large quan- 
tity of possible script material for 
video tape syndication. However, the 
local station producer may very well 
have persons or events in his market 
that have potential universal appeal. 
In South Bend, for example, we have 
Notre Dame football, a natural for 
svndication. Our close association 
with the University of Notre Dame 


Local programs 
usually unsale- 
able unless 
names, themes 
have national 

has prompted us to plan a syndicated 
video tape series featuring some of 
the outstanding scholars at the Uni- 
versity. The University drama de- 
partment might cooperate in produc- 
ing scenes from famous plays. 

Probably a good rule of thumb for 
the local producer of syndicated video 
tape programs is to go at it with al 
the energy, creative imagination 
and sound business sense he uses ii 
producing his local programs, bear 
ing in mind that his potential audi 
ence has expanded to many times nor 
mal. They have no interest in wha 
your local mayor thinks, and thej 
will like your show if you strike th< 
right comon denominator in terms o: 

Dress the program to be visuall) 
appealing and don't forget the higl 
cost of shipping when you plan th< 
budget. # 





Are you keying your marketing activities to the greatest area 

of richness and development in the nation? 

This area is the eight-state region of the Southwest, 

based upon the facts of economic and industrial expansion, coupled 

with availability and high caliber of labor. 

And the Greater Oklahoma City Market is right in the center. 

Thus, there is another important factor that is compounding the industrial 

and economic development of the Greater Oklahoma City Market. 

It is the importance of Oklahoma City as a center of distribution! 

WKY RADIO AND TELEVISION, as prime communicators 

in a coverage area of 56 counties, is closely allied to the distribution of 

products to people enriched by the market's great 

and growing advantages. 

zing on 
Good Fortune! 

Distribution is an important industry in Greater Oklahoma City. Whether 
products are manufactured elsewhere, or here, they find their way to whole- 
salers, retailers and consumers more easily and more economically than almost 
any other market anywhere in the nation. A look at the map will explain why. 
Oklahoma City is practically equidistant to everywhere! 


The distribution industry employs about 40,000 people in the Greater 
Oklahoma City market. 

The market is served by 1 1 railroads, 5 airlines, 44 motor freight carriers. 

The market is the hub of the federal interstate highway system. Two 
main highways from the East Coast come together near here to form the 
one main highway to the West Coast. Crossing this route is the main highway 
from Canada and the Great Lakes, to Mexico. 

The excellence of distribution benefits the marketer of products in 
several ways. First, of course, the distribution industry has a big payroll, 
pouring money into the hands of people you want to sell. 

In addition, you can get your products through the distribution channel 
to your Oklahoma customers more easily, and in most cases, more 

More customers . . . with more dollars . . . reached more easily. And 
reached more effectively through use of WKY RADIO AND TELEVISION, the 
prime communicators in the market. Another of the "reasons why" is 
on page 4. 

One of many new traffi^B 

£ ' '." 


We are the prime communicators to over half of 
Oklahoma. You cover 56 counties on WKY RADIO 
...54 counties on WKY-TV. 

This is more than just coverage. Because in these 
counties, people look toward us as the center of com- 
munication, entertainment, news, weather . . . and 

commercial information. 

Naturally, we're dominant in the Greater Oklahoma 
City market itself, or we couldn't afford to be selling 
the market. We'd have to talk about the stations. 

But outside of Oklahoma City, there's a rich area 
of prosperous, growing communities with names like 
Shawnee, Seminole, Duncan, El Reno, Enid, Chicka- 
sha. And each of these towns is closer by minutes to 
Oklahoma City than the Battery is to the Bronx! 

Best of all, they watch WKY-TV and listen to 
WKY RADIO. They always have, because we were 
first on the air . . . and haven't stopped running ahead 
since! So, you're only a split second away from able- 
to-buy customers in 56 counties, when you're on the 
air with us. That's why we're . . . GOOD STATIONS 



The WKY Television Sy 
WTVT, Tampa- St. Peter 
Represented by The Ka 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


10 OCTOBER I960 The FCC continues to toughen up: it has challenged two more stations on num- 

copyright i960 ber of spots and programing. 

sponsor The Commission has made it official that licenses will be granted for less than the usual 

publications inc. three-year period when there are questions about station operation. 

Action on license periods, by itself, was little more than routine. During the time the FCC 
was considering this change in its rules, Congress enacted a bill stressing the right of the Com- 
mission to issue licenses and renewals for shorter periods than three years. Legislative history 
was made to show that Congress intended this authority to be used where there exists a question 
as to whether a station is operating in the public interest. 

However, the fact that the FCC was acting before Congress did has considerable signifi- 
cance, as does the fact that the Commission shows every intention of using this power in 
the future. Perhaps frequently. 

The two stations challenged most recently were radio station, WAVZ in New Haven, Conn., 
and KORD in Pasco, Wash. 

WAVZ was hit with a 309 (b) letter because it carried more spots than had been indi- 
cated in its last bid for a license. KORD got caught for the same thing, and also because its 
general programing was not as promised. 

Significance of this step is in the fact that the decision to act was so hard fought. 
Chairman Ford and commissioners Bartley, Lee and Cross barely outvoted Craven (who called 
it censorship), Hyde and King. 

The Association of Maximum Service Telecasters stood almost alone against the 
dropping in at less than present minimum mileage separations of new stations: the 
FCC has proposed to do so in major markets now having less than three vhf outlets. 

ABC, which authored the original plan, was all for the FCC's modified proposal. CBS 
and NBC were for it, if the FCC would name specific markets and "open the doors" with a 
willingness to listen to applications for new vhf assignments on a "case by case" basis. 

Arguments for and against, otherwise, followed the well-worn paths. AMST said people 
living between stations would lose service because of added interference. ABC said 
third stations are needed in many markets to even up competition between net- 

AMST said also sponsors would be taking some money out of tv and putting it 
into other media when they found interference was losing tv coverage. 

Theater owners were slapped down on two counts, as the FCC set 24-28 October 
hearing dates on the RKO General Hartford, Conn., pay-tv application. 

There have been opposite interpretations based on the fact that Hartford area exhibitors 
were permitted to come in as "equal parties." However, the fact is that the FCC felt itself 
powerless to keep them out because of the Appeals Court decision holding Philco a "party 
in interest" in connection with the renewal of NBC's Philadelphia radio-tv licenses. 

This decision held that the FCC must hear allegations of economic injury because of the 
granting of a Ucense. The theater owners made such allegations. 

With the reason for the FCC's letting the exhibitors in back in focus, the order for the 
hearings makes it pretty clear the commission is not backing down on its determina- 
tion to have pay-tv trials. 

)NSOR • 10 OCTOBER I960 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 



10 OCTOBER i960 What does NBC have in mind for its film arm, CNP? 

copyright i960 Syndication men were buzzing with curiosity over the appointment of a flock of high 

level NBC veterans to key posts at CNP recently. 

Following hard on the heels of Alfred Stern's election as board chairman of CNP came 
Stern's appointment this week of Carl Lindemann, Jr., as CNP's programs v. p. 

Added to CNP president Earl Rettig and v.p. and general manager Herbert Schlosser, two 
earlier NBC veterans who went to CNP, the two latest NBC-to-CNP migrations put CNP in a 
unique situation in the field today. 

No other film subsidiary has been so thoroughly saturated from above by former 
executives of its parent company — much to the astonishment of CNP's competitors. 

Some insiders thought that NBC was bolstering CNP for a healthy upswing of syndication 
activity, but some trade observers wondered whether NBC wasn't merely getting firmer con- 
trol for cross-corporate reasons, which have nothing to do with tv film business. 

Latest regional advertisers to use syndication is American Hardware & Supply 
Company (Sykes Adv.) which will sponsor NTA's Assignment Underwater. 

Regional deal, presently for five markets, could expand to 20; initial markets are Pitts- 
burgh, Rochester, Buffalo, Huntington-Charleston, and Harrisburg. 

Retail hardware dealers cooperating in the campaign may add stations in Ohio, 
Maryland, and Virginia. 

ABC Films has entered into a program agreement with Herts-Lion Interna- 
tional to distribute tw r o new shows, Famous Ghost Stories and The Inquisition. 

The former stars Vincent Price in a 39-episode series designed for network sale and is , I 
said to feature $7,000 worth of visible ghost special effects; latter series is a five-minute i 
interview format depicting infamous people in history and may run to 200 episodes. 

MCA negotiated the Studebaker-Filmways national spot deal for Mr. Wilbur &\ i 
Ed but it won't handle the time clearances. 

Although the show was bought for Lark dealers, D'Arcy will clear the time even if that; 
means paying national instead of local rates. 

Ziv-UA's Sea Hunt will match Highway Patrol in longevity — four seasons. 

Making third renewals for their fourth consecutive season of sponsorship are Standard: 
Oil of California (BBDO) in 20 markets and Bristol-Myers (DCS&S) in New York City. 

Incidentally, Bristol-Myers will advance from alternate to full sponsorship, afterf 
three seasons of sharing the show with Sun Oil. 

There are several syndication counterparts of the network Christmas feature 
film spectacular such as MGM's Wizard of Oz on CBS TV. 

Coming up for their fourth season as Christmas specials are feature films such as UAAs 
Christmas Carol and Emperor's Nightingale, offered in color on local stations. 



FILM-SCOPE continued 

Syndicators are still proceeding with the utmost caution on new product. 

The FCC ruling on option time — despite all its favorable implications for syndication — 
has made virtually no difference to the industry to date. 

Ziv-UA, for example, this week went back two seasons and into the former United Artists 
TV inventory for Miami Undercover as its latest syndication release. 

The Ziv-UA move, coming as the first program announcement after the FCC's ruling, 
symbolized the extreme business prudence still guiding syndication men today. 

Quite a few of MCA's film executives have reached their posts by coming up 
through the ranks step by step. 

Besides long-time MCA veterans such as Lou Friedland in New York, Bob Greenberg in 
Los Angeles, and DeArv Barton in Cleveland, here are five men who recently reached 
their present jobs by promotions from within: 


Hal Golden v.p., dir. sales Chicago & Buffalo salesman 

Frank Brill N. Y. v.p. N. Y. salesman 

Phil Conway N. Y. sales Cleveland sales 

Ernie Montgomery eastern supr. Detroit salesman 

John Cameron chg. Minn. terr. Baltimore salesman 

But exceptions to MCA's promote-from-within policy include MCA-TV's chief, Dave Sut- 
ton, who came from CBS, and a host of ex-UTP salesmen and managers MCA acquired when it 
absorbed that company six years ago. 

A defender of the stand-up, hard-sell demonstration commercial spoke out in 
Nashville last week before the AWRT. 

Walter Collins, radio/tv production director of Fitzgerald Advertising of New Orleans, 
defended the stand-up demonstration thus: "If there is something to say and it's believable — 
say it. The straight announcer pitch works — it has been working for years and will con- 
tinue to work." 

Internal agency politics are giving tape commercials producers a serious head- 

The problem, in a nutshell, is said to be this: film-oriented agency producers aren't 
familiar with studio techniques of live or tape commercials and would rather reject 
the possibility of tape in some cases than expose their inexperience. 

Hence, to sell tape, producers have sometimes gone over the production depart- 
ment's head or have gone right to the client, creating bitterness if not outright black- 
listing. Some agency managements concerned over possible repercussions from clients, are 
probing for a solution to this situation. 

Syndicated commercials for regional advertisers are still being used by those 
who don't want to pay for their own commercial production. 

Fred Niles Productions of Chicago, for example, is handling syndicated packaged meat 
commercials, as well as syndicated tv spots for banks, beverages, dairies, rug cleaners, savings 
and loan organizations. 

Commercials producers are getting that big yen to break into program produc- 

Since Filmways' graduation to program production status, other commercials producers 
have been asking why they can't turn the trick too and move up from one-minute into 30- 
minute production. Watch for others to try it in the near future. 

• 10 OCTOBER 1960 61 

A round-up of trade talk, 
trends and tips for admen 


10 OCTOBER i960 McCann-Erickson has just administered another stiff hypo to its Operation Thrust, 

cwriiht i960 whose primary message is this: let's get going on new business. 

•PONsop The manpowering; adding four men to work on nothing but this project and channeling 

publications inc. into it much time by several top level people. 

CBS TV is taking a hard look at the Doug Edwards show with a view to doing 
something to perk up the news strip and give it a change of dress. 

Actuating the activity : (1) the Edwards ratings could stand a hypo; (2) in contrast, NBC's 
Brinkley-Huntley combination have come up a long way, taking a bit of the shine off the 
CBS pride and joy. 

NBC TV has backed away from at least one tradition this fall : it isn't hosting iti 
new shows with cocktail parties for the critics and columnists. 

Says the network: it decided that the money could be spent elsewhere; if interviews with 
stars are wanted, they can be had via personal tete-a-tetes. 

Reports grow that one of the giant broadcast organizations is due for a grand reshuf- 
fling at the top before the end of the year. 

It's been governed by cabal instead of management. 

McKesson-Robbins, which grosses around $600 million, may not find it easy to 
single out the type of agency it would prefer. 

For an agency with a long list, McKesson's diversity of operation (drugs, toiletries, chemi- 
ical, liquor and wholesaling) offers heaps of conflict. Billing: around $1.5 million. 

A retail-manufacturing account (around $4 million) in one of the top-rank 
agencies seems to be in more jeopardy than ever because of a consistently bad tv record. 
The agency's latest pick (for this season) started off with a thud rating. 

An upper-rung agency has succeeded in avoiding heavy losses of business thii 
year by hiring top-flight men for each of the trouble accounts. 

For the time being the fires are out on three accounts, which collectively bill around 
$20 million. 

Sterling Drug has gone in for a diversification that's really in left field. 

It's a sewage disposal unit that converts waste into fertilizer and even into purified water. 

Two accounts whose names perhaps cause the most confusion when it comes 
to spelling are both within the same shop, BBDO. 
The pair: Schaefer Beer and Sheaffer Pen. 


Trade You Know-How? 

Somewhere in the United States an advertising 
agency is looking north to Canada. Someone is 
weighing problems against profits as he con- 
siders opening up a Canadian operation. 

If it's your own company that could use the con- 
tact, the experience and knowledge of a well- 
founded Canadian office — how's this for a sug- 
gestion ? 

We're a purely Canadian advertising agency. We 
can help guide your people through the intrica- 
cies of a market that has more differences than 
similarities when compared with the United 

You can help us in exchange. 

• Its a talking point. Let's talk. 

Box 101 


40 E. 49th Street, 

New York 17 

OR • 10 OCTOBER 1960 



WBC's promotion of new 'Songs for Presi- 
dents' radio series, finds Joe Fitter and Lyn 
Charnay (Theodore and Edith Roosevelt) 
greeting political and radio tv personalities 

at San Francisco International Airport to tape' 
first of his 'See America with Ed Sullivanf 
shows, tv star and his wife Sylvia (I) were* 
greeted by Nancy Fa mum (Miss San F 

NOT A BUNNY HOP, but two 'Playboy' gals— Delilah (I), Joan (r)— seated with (l-r) J 
r-Fitzgerald-Sample; Norman Mintz, Benton & Bowles; Lee Schreiber, Officii 
WOR-TV (N.Y.), Official Films party launching 2nd Playboys Penthouse 


International Harvester's truck, 
station wagon may be going into 
tv after all. 

Agenc\ (Y&R) plans are for j 

A few experimental tv commercial: 
are in the shooting process. 

.Campaigns: Ballerina Manufac 


Jturing (Wexton) going spot tv, na 
jtionally: S250.000 worth, to intro 
4duce Little Ballerina Dance Studio. 
"-J.S40.000 chunk has already gone int 
fall programing in the New York (lit 
larea ... V. La Rosa & Sons I Ye 
SAdvt.J breaking fall campaign, thi 
Jweek, in Spanish-language mark 
•New York City, over WHOM, a: 
; WWRL. 

4 I 'hisa *n' data: Lever Bros.' ne( 

shampoo Starlight (JWTi. trying 
spot tv in Syracuse, N. Y. and Ind 


rWJPS unit making rounds of Evan 
is heartily endorsed by (l-r) Mrs. 

"ter, trailer asst.; Ed Mitchell. De 
chmn.; Gresham Grim; Arkla Co. regis+rJ 


new 'Rescue 8' show, WTVN-TV (Co 
O.) announcer Chuck Nuzum interview 
ter Strickfaddtn (I), Fire Dept. chief. & 
Buchanon, Rescue Squad on "Casper Caj 


anapolis . . . Atlanta Advertising 
Club and that city's Better Busi- 
ness Bureau joining hands as Ad- 
vertising Review Board to "in- 
crease public confidence in all t\pes 
of advertising." 

Merger: Nalley's Inc., Tacoma, 
Washington, and IXL Food Com- 
pany, California. Both companies to 
ceep individual identities and brands. 
Combined billing: over $28,000,000. 

Personnel moves: Paul W. Shel- 

Ion to advertising co-ordinator, Gulf 

m Corp., Pittsburgh . . . Clyde A. 

3rown Jr. from Y&R merchandising 
xecutive to Shulton, Inc., as national 

tales manager, toiletries division . . . 

;togert M. Kirk Jr. promoted assist- 
nt general manager, Lehn & Fink 
roducts. and will be responsible for 
lirecting and coordinating of market- 
activities of all L&F Division 
products with the exception of Young 
,ook cosmetics. 


Dr. Arthur H. Wilkins, B&B's 
director of advertising and de- 
velopmental research gave the 
ARF annual meeting last week 
findings on program values not 
covered by the ratings. 
The findings included these: 

• The number of viewers who were 
watching the commercial but doing 
other things varied considerably from 
show to show. 

• Audience attentiveness varies 
from program to program. 

• Programs which are viewed 
more attentively are more effective 
vehicles for their commercials. 

• Audience attentiveness is en- 
hanced by high audience interest in 
the program and by an absence of 
competing household demands and 

Admen on the move: Foster A. 

Babcock from Babcock, Homer, Car- 
berry & Murray. Philadelphia and 
N.Y. to Doremus-Eshleman, Philly. 
as account executive . . . Arthur 
Stargby from S. C. Johnson & Son, 
Racine, Wis., to Ted Bates, as account 
executive . . . Laurence J. Jaffe 
from Market Research Corp. to Au- 
dits and Survevs as v. p. . . . Roily 
Bester to Ted Bates as casting super- 
visor . . . Robert Van Roo to A. C. 
Nielsen as promotion director of Niel- 
sen Coverage Service . . . R. S. 
Buckbinder from Frederick Clinton 
Advertising to The Zakin Co. as senior 
v.p. . . . Burt Avedon to West Coast 
operations K&E . . . Paul R. Smith 
from Fletcher Richards. Calkins & 
Holden to Grant as executive v.p. in 
charge of creative services. 
More admen on the move : James 
A. Dearborn appointed assistant to 
the president, Kenyon & Eckhardt . . . 
Angus B. Woodbury from BBD&O. 
San Francisco, to GB&B. same city, as 
account executive . . . C. M. Rohra- 
baugh, Kudner Agency board chair- 


l-r): Andre 


jcktail party in N.Y.'s Hotel Roosevelt given by WEMP, Milwaukee and KWK, St. Louis for timebuyers. Shown 
ir WEMP, KWK; Flora Tomadelli; SPONSOR staffer; Ray Stone, Maxon; and Beth Black, Cohen & Aleshire 

man and executive officer relinquishes 
chief officer title, to remain as board 
chairman . . . Charles R. Hook Jr. 
Kudner president, to chief executive 
officer . . . Jon Christopher from 
EWR&R to MacFarland-Aveyard, Chi- 
cago, as radio-tv creative director . . . 
Henry 1*. Bernhard from Life 
Magazine to Ogilvy, Benson & Math- 
er as account executive . . . Walter 
Stone from Compton to Ogilvy, Ben- 
son & Mather as account executive 
. . . Hubert M. Tibbetts from Sala 
da-Shi rriff-Horsey to Lennen & New- 
ell as senior v. p. and management ac- 
count supervisor. 

V ti « I more admen on the move: 
Mike Sloan from Botsford. Constan- 
tine & Gardner. San Francisco, to 
Ogilvy, Benson & Mather, same city, 
as v.p. and account supervisor . . . 
Fred Marlin Mitchell Jr. from 
Dancer-Fitzgerald-Sample, to K&E. as 
senior v.p. account management . . . 
Sterling J. Hiles from advertising, 
promotion, Remington Rand to direc- 
tor of marketing, same company . . . 
Robert C. Jamrozy from K&E, to 
\. W. Ayer, Detroit, as Plymouth- 
DeSoto-Valiant account representa- 

They were named v.p.'s: Ruth 
Downing, Helen Klintrup and Har- 
riet Rex, JWT writers. 

A joint Committee for Improve- 
ment of Advertising Content has 
been set up by the Association of 
National Advertisers, and the 
American Association of Adver- 
tising Agencies. 

The plan: to police advertising 
which is "in bad taste, manifestly mis- 
leading, or otherwise likely to be 
harmful to advertising as a whole." 

Boyle-Midway selects: Ted Bates 

for Aerowax, Black Flag and Sani- 
Flush . . . Tatham-Laird for Aero- 
Shave . . . Cunningham & Walsh 
for Wizard Deodorizer . . . Maxwell 
Sackheim-Franklin Brack for 

Lever selects: Sullivan, Stauffer. 
Colwell & Bayles for Summer Coun- 
tv . . . Ogilvy. Benson & Mather 

for Vim . . . JWT for Starlight Sham- 
poo and Mrs. Butterworth's Syrup. 

Merger: Guerin, Johnstone, Jeff- 
ries with Gage-Booth & West, both 

L.A. New name: Guerin. Johnstone. 
Gage, Inc. Total billings: over $2^2 
million. Officers: Paul Guerin, presi- 
dent: Raymond B. Gage, v.p.; Jack! 
Johnstone, secretary-treasurer. 

New agency : Jordan-Danielson 
Advertising. Office location: San 

Reciprocal deal: Hunter & Sta- 
pies Advertising, Sacramento, with 
Kae Algyer, L.A. to service each 
other's northern and southern ac- 

Agency thisa *n' data: Ann Jack- 
nowitz, of Y&R's New York Citv< 
media department, won $500 
Pulse's National Contest — How I Usej 
Pulse Data to Solve a Specific! 
Problem. Second prize — $350 went 
to John P. Curran, McCann-Erick-j 
son, N.Y.: third prize was copped by, 
John H. Newell, Johnson & LewisJ 
San Francisco, media director. 

Agency appointments: Robert! 

Bosch Corp.. Long Island Citv, (Ger-: 
man made Blaupunkt car radios) trt 
Daniel & Charles . . . Real Kill 


"Considine yarn a TV thriller ". . . gives promise of being one 
(Headline) . . . direction ... of the better new dramatic 
topnotch. We're eagerly antic- shows of the season. ..will 
ipating next week's play." have no trouble finding a wide 

ATicfc Kenny, New York Mirror audience" 

Sid Bakal. New York Herald Tribune 



it, suspensef ul . . . the 30 
;s clicked away as ab- 
gly as any of the better 
ers . . . a gain for local 

imming..." Horo, Variety 







NOW AVAILABLE ! For complete information see your ABC Films sales rep. or call: ABC FILMS INC. 

1501 Bwy.. N.Y. 36, N.Y 

Telephone: LA 4-5050 


"Exclusive!", on Channel 
2 (WCBS-TV) snares 271. 
of New York audience to 
tie for 1st against strong 
network opposition, whips 
other network, and 
trounces all others!... 
According to A. C. Nielsen's 
New York rating, Tuesday. 
September 20, 7:30 P. M. 

1(1 f)( TOBER 11 

Products, Div. Cook Chemical, Kan- 
sas City, to Del Wood Associates 
. . . Liana, Inc., (subsidiary United 
Fruit — processed foods) to BBD&O, 
Boston . . . Eldon-Ungar Toys (Eldon 
Industries), L.A., to GB&B, San 
Francisco . . . Martin Century Farms, 
Lansdale, Pa., to Mid American Ad- 
vertising, Philadelphia . . . ABC 
Radio Network to Fladell-Harris . . . 
American Brewery to Newhoff- 
Blumberg, Baltimore . . . Rust Craft 
Publishers to MW&S . . . Raeford 
Worsted to Donahue & Coe . . . 
Autolite to BBD&O, $3 million ex- 
penditure . . . Ballerina Manufactur- 
ing, Garfield, N. J. to Wexton . . . 
KNX LA. to Mays & Co. L.A. . . . 
Chamber Co., Chicago, to Howard 
H. Monk, Rockford, 111. . . . King 
I County Chevrolet Dealers Association 
I in Washington, to Eisaman, Johns 
& Laws, L.A. 

J Agency elections: William J. 
Quail Jr., and Keith S. Lyman, 

v.p.'s Albert Frank-Guenther Law . . . 

, Ralph E. Keller, chairman of the 
board; Harry W. Calvert, presi- 
dent; and A. H. Bitter, executive 

I v.p., Zimmer, Keller & Calvert, De- 
troit . . . Gunnard Faulk and Gene 
Federico, art group heads, to v.p.'s 
Benton & Bowles . . . Charles M. 
Skade, Fuller & Smith & Ross senior 
v.p. of administration to treasurer. 


New \ ork tv has cracked the local 
savings bank field. 

Bowery Savings Bank, for years in j 
radio, bought a package embracing a ! 
variety of programing on WNBC-TV. j 

The tv schedule covers 26 weeks. 

Kudos: WTCN-TV, Minneapolis- J 
i St. Paul, a co-owner in the Radio 
Television News Directors Assn. top 
(national award for tv reporting . . . 
WJRT, Flint, Mich., recipient of four 
[awards for excellence in the Michigan 
Associated Press Broadcaster's news 
Competition . . . WTVT, Tampa-St. 
Petersburg, awarded citation of merit 
by Sunshine Chapter of the National 
Multiple Sclerosis Society. 

Sports notes: Southern Bell Tele- 
phone and Telegraph Co. to sponsor 
iVuburn Football Review for ten 
iveeks over the following Alabama 

stations: WSFA-TV, Montgomery, 
WAPI-TV, Birmingham; WKRG- 
TV, Mobile, WMLS-TV, Decatur, 
WOWL-TV, Florence, and WAFG- 
TV, Huntsville. 

Name change: Capital Cities 
Broadcasting Corp. formerly Capi- 
tal Cities Television Corp. 

Just published: By MacMillan: 
Television and Radio News. Au- 
thors: Bob Siller, Ted White and Hal 

Thisa 'n' data: WNTA-TV, New- 
ark, N. J., brought back, this week, 
Storevision, embracing supermar- 
kets, laundromats, drug stores . . . 
KTRK-TV, Houston, Tex., began 
construction of a 40,000-square foot 
building with circular studio area . . . 
WTCN-TV, Minneapolis-St. Paul at- 
tracted more than 200 agency, client 
and press reps to its closed circuit 
ABC fall programing preview. 

People on the move: Frank 
Bishop to KHOW, Denver, as sta- 
tion manager . . . Paul E. Freygang 
from KHOL-KHPL, Kearney, Neb. to 

KRSD-AM and TV Rapid City, S. D., 
as general sales manager . . . George 
H. Anderson from Randolph Asso- 
ciates Advertising, Wellesley, Mass., 
to WBZ-TV, Boston, as account exec- 
utive . . . Sheldon Storrier named 
local sales manager, and Floyd Eck- 
erson, salesman, WKTV, Utica, N. Y. 
. . . Jim Hill to KMTV, Omaha, as 
account executive . . . Henry White 
from Screen Gems to WNTA-TV as 
v.p. and general manager. 


Auto dealers this season are bally- 
hooing their new lines by tying in 
with station showmanship exhibi- 

A case in point: Chevy dealers, who 
bought 13 and a half hours on WAVY, 
Norfolk-Portsmouth, broke its cam- 
paign last week by taking part in a 
parade of station personalities who 
visited seven Chevy dealers and en- 
gaged in remote broadcasts from 

Another group of broadcasting 
people have put their heads to- 

In Roanoke in '60 
the Selling Signal 

is Seven... 

Wig-wagging will get you 
nowhere, but your selling message 
on WDBJ-TV will go into over 
400,000 homes in Virginia, N. 
Carolina and W. Va. ... a rich 
and growing Television Market of 
nearly 2,000,000 people. 

You can sell like sixty on seven. 
In Roanoke, seven is WDBJ-TV . . . 
best in sight, day or night, for higher 
ratings at lower cost. Your only 
station in this area offering CBS 
network shows — plus superior local 
programming, plus hard-hitting 
merchandising assistance. 


Roanoke/ Virginia 

ONSOR • 10 OCTOBER 1960 

gether with other «-i> it- minded 
persons in an effort to stimulate 
shopping interest in their loeale. 
The place: Medford and Ashland. 
Oregon. The people: managers "I 
stations KBOY, KDOV, KMED, 
KYA 1\. KBES-TV, andKYJC; area 
merchants and newspapers. The re- 
sult: an all-out promotion of Fall 
Greater Medford Harvest Festival. 

Ideas at work: 

New dimension : WCAU, Philadel- 
phia, took to the air — two ways to 

promote its Dimension show. Aside 

from airing promos, the station hired 
two tow planes to H\ across the area 
toting huge banners advising Hear 
Dimension Only On WCAU Radio. 
Key to popularity: KQV, Pitts- 
burgh, is creating quite a stir in its 
listening locale by offering a reward 
for the missing "K" after they re- 
moved it. temporarily, from the call 
letters. People are being stopped on 
corners and queried "do vou have the 
missing K from KQV?". A $500 re- 
ward will go to the person who comes 
up with what the station deems the 
right answer. 



You know that it's the extra push that makes the difference 
between an average campaign and a "Red-Letter Success." 
You get that EXTRA PUSH when you buy WOC-TV 
WOC-TV effectively specializes in co-ordinating and mer- 
chandising your buy at every level — the broker, whole- 
saler, direct salesman, key buyer as well as the retail outlet. 

This "togetherness" sells products in the nation's 47th TV 
market. More than 2 billion dollars in retail sales ring on 
the retailer's cash register Over 438,000 TV homes are 
within the 42 counties of WOC-TV's coverage area. 

To the National Advertiser, 
WOC-TV offers the greatest 
amount of local programming — 
over 33 hours each week — and 
the finest talent in the area put 
these programs across. 

Your PGW Colonel has all the 
facts, figures and other data as 
well as day by day availabilities 
See him today. 






ss„„ ^ 

A daffy of an idea: WMGM. N.1 

C, have reached new heights 
broadcasting. To celebrate ground- 
breaking ceremonies of the world's 
tallest hotel, the Americana of New 
York, the station built a platform, 
drove a station wagon on it, put air 
personality Ted Brown in the auto 
and platform, car. and Brown were 
hoisted, via a giant crane, some 40 
feet in the air. No saying how long 
Brown will remain in his loftv qu; 

Kudos: KiNUZ, Houston, Tex., : 
cipient of Allstate Insurance Com- 
pany public service award for high- 
way safety work . . . WTCN. Minne- 
apolis-St. Paul, radio regional sales 
manager Norm Page, presented with 
Greatest Guy in Media plaque from 
St. Paul Home Builders Assn. 
WIP, Philadelphia, received special 
commendation from Phillv Chamber 
of Commerce for station help to 
Transport Emergencv Mobilizatir 
Program during recent Pennsvlvani i 
Railroad strike . . . WPEN. Philadel 
phia recipient of Honorary Membei 
ship award from The Poor Richaro 
Club for furthering education . 
KSFO. San Francisco and KVI| 
Seattle, awarded Notable Achieve] 
ment in Advertising Certificates. 

Thisa "n' data: WDNC. Durham 
N. C. now affiliated with the Tobaect 
Radio Network . . . KBIG. Catalin.i 
Calif., going all out in editorial sun 
port of car dealers bv donating ne^^^| 
background and spots highlightii 
1961 car models . . . WFEA. Ma i 
chester. N. H.. forming New Englai 
Merchandising Network comprised 
WGAN. Portland: WCCM, La 
rence. Mass.. WHAV. Haverhil 
Mass.. WFGM. Fitchburs. Mas-, 
ami WWNH, Rochester. N. H. 

Station acquisition: KDAC, Fo 

Bragg. Calif., sold to Charles ^ 
Stone by Mendocino Coast Broadca 
ing Co. Sale price: $55,000. S; 
brokered bv Paul H. Chapman ( 
. . . KFYN, Bonham. Tex.. *old if 
(xril W. Reddoch and Ralph fl 
Hooks bv- Charles L. Cain for s75.0< 
Sale brokered bv Hamilton-Landis 

Peonle on the move: Edward 
W. Smith from Adam Young. 1 
troit. to KQV. Pittsburgh, as gem i 


sales manager . . . Daniel W. Kops, 
president of WTRY Broadcasting 
Corp.. Albany, N. Y., and WAVZ 
Broadcasting Corp., New Haven, re- 
elected national president, The Asso- 
ciated Press Radio & Television Assn. 
. . . Rita Garner from WMCA, N. Y. 
C. to WABC, same city, as advertising 
& exploitation manager . . . Richard 
Stone from Avery-Knodel and Don 
Huber from Curtis Advertising, to 
WABC, N.Y.C. as account executives 
Nadine HiU to KPRO, Riverside, 
Calif., as promotion manager . . . 
Mace West to WKID, Champaign, 
111., sales representative . . . Stuart C. 
Burr to KRLA. L.A.. as account 
executive. ? 

The Triangle Stations which pio- 
neered in fin back in 1941, be- 
j gins this week a new f m service. 

, The fm service will embrace WFIL- 
FM. Philadelphia; WNBF-FM, Bing- 
hamton, N. Y.; and WNHC-FM. New 

; , Haven, Conn. 

u They will be joined, later this 
month', bv WFBG-FM. Altoona. Pa.. 

land KRFM. Fresno, Calif. 

FM is getting an extra boost in 
the Kansas City area this week. 

The city's mayor has designated this 
ueek as FM Radio Week in Kansas 

ill Counter gesture: he was gifted with 
an fm radio by the Kansas City FM 
Broadcasters' Assn. 

Active fm regional-national ac- 

I counts : British Overseas Airways 
. . Imperial Division, Chrysler 
2orp. . . . Guardian Life Insurance 
Co. . . . Pan American Airways . . . 
Vlagna vox . . . Ford dealers . . . 
Lowenbrau Beer. 

IjjVew fm'er: K-QUE, Houston, be- 
J j;an broadcasting this week. 
JlVew f m affiliate: WDAS-FM, 

'hiladelphia, joining QXR Network. 

and public service programs in 
many major markets. 

The network urges: "'Prompt adop-J 
tion." Ir^CBS Television Spot Sales ha 

Their stand: "The public in theV added a Sales Presentation De- 
major markets with only two stations J^fpartment to their operation. 
is being deprived of one-third of the .£*,• ; Daniel R. Kelly, the company's \-- 
television service which is available '."' -istant Research Manager, will head 
to those communities which now have V up the new department, 
three stations." •', ^ 

'Rep appointments: KIMO, Hilo 
Hawaii to Breen and Ward, New 
York Citj . . . KSDO, San Diego, to 
' Adam Young . . . KXEN, St. Louis, 
and WMNI, Columbus, Ohio, to 
Broadcast Time Sales. 

Personnel moves: John Falcetta 

from H-R Television New York Citv, 
to Boiling, same city, as director pub- 
licity & promotion .. . . Paul Kins- 
ley, to Broadcast Time Sales, New 
York City, as director sales develop- 
ment, from San Francisco office, same 
company . . . Paul O'Brien to 
Broadcast Time Sales. Philadelphia, 
as office manager, from WNTA-AM- 
TV. Newark. N. J. sales staff . . . 
Ward Glenn to BTS San Francisco 
office as manager. 

Merger: Day-Wdlinsjton, Seattle, 
and H. S. Tacobson & Associates, 


is giving strong vocal sup- 
port to FCC's proposal of addi- 
iional YHF channels by decrying 
|he lack of educational, cultural. 

Six CBS affiliates were presented 
with Golden Microphone Award. 

The occasion: 30 years affiliation 
with CBS Radio Network. 

The men accepting the awards and 
their respective stations: Charles 
Crutchfield. executive v. p. and gener- 
al manager WBT, Charlotte: Lowell 
MacMillan, v.p. and general manager 
WHEC, Rochester; Cecil Sansbury, 
general manager WHP, Harrisburg: 
Lloyd Dennis, v.p. WTOP, Wash- 
ington; William Bryan, general man- 
ager KTRH, Houston; and Thorn- 
ton Cran. president CFRB, Toronto. 

ABC Radio has added nine new 
affiliates. They are: KAGT, Ana- 
cortes, Wash.; WMEK, Chase City, 
Va.; KOOS, Coos Bay, Ore!; 
WWHG, Hornell, N. Y.; KAAB. 
Hot Springs. Ark.; KWBA, Houston, 
Tex.: WPGW, Portland. Ind.: 
KFMJ, Tulsa. Okla.: and WNSM. 
Valparaiso, Fla. 

Net tv sales: General Mills (Knox 
Reeves. Minneapolis) to sponsor 
NBC News Day Report on NBC 

TV. beginning this week. 

Net elections: Richard A. Borel, 

WBNS-TV, Columbus. Orio, Director 
of Television, elected CBS Television 
Affiliates Assn. board chairman . . . 
Tom Chauncey, KOOL-TV. Phoe- 
nix, president, to succeed Borel as 
Association secretary. 

Net program notes: ABC Radio 

debuted Flair, a daily afternoon series 
featuring top tv and show people per- 
sonalities, this week . . . ABC ready- 
ing Las Vegas, a weekly, one-hour tv 
series. scheduled to break on the 
1961-62 seasons. 

Network switch — WICU-TV, Erie, 
Pa., to switch primary affiliation from 
NBC to ABC, next May. 

No detail is too small where the 
art of timing can assist tv film 

Distributors frequently tie their 
program released to some general 
event for added impact. 

Thus CNP's Pony Exoress was 
linked to the centennial of that serv- 
ice, and Blue Angels to the 50th anni- 
versarv of naval aviation. 

Now CNP will take advantage of 
the football season to release a single 
feature film. Republic's Crazylegs 
If inch. 

Sales: MCA's If Squad re-runs to 
KTTV. Los Angeles: KPLR-TV. St. 
Louis: WMAL-TV. Washington. D. 
C: W ALA. TV. Mobile- KOOL-TV. 
PWnix: KTSM-TV. EI Paso, and 
KYSO-TV. Wichita Falls . . . King 
Features' new 208 Popeye cartoons to 
KTI A. To, Anceles . . . NTA's Is- 
signment Indent ater to American 

10 OCTOBER 1960 


Hardware & Supplg Companj (Sykes 
Idv.) in Pittsburgh ■ K DK \ I \ . 
Rochester, Buffalo. Huntington 
( barleston, and Harrisburg . . . CNP's 
A*. C. M. P. to KFBB-TV. Great Falls; 
\\ I l\. Indianapolis; WWTV, Cadil- 
lac KID-TV, Idaho Falls: KOOK- 
rV, Billings; KYTV, Springfield, Me.; 
WCBY-TV, Bristol, Va.; WSBA-TV, 
York, Pa.: KPIX. San Francisco: 
\\\(.\1T\. Presque Isle. Me.: 
W I \( -TV. Johnston. Pa. : and WDB.J- 
TV. Roanoke. Va. . . . Ziv-UA's Sea 
Hunt renewed for a fourth year by 
Bristol-Myers I DCS&S i in New York 

and bj Standard Oil <>[ California 
l BBDO) in 20 markets, including Los 
Angeles, San Francisco, Salt Lake 
( it\. Sacramento. Fresno. Spokane, 
Seattle-Tacoma, San Diego. Portland. 
Yakima. Bakersfield, Phoenix. Eu- 
gene-Roseburg, Medford, Salinas. 
Monterey, Boise-Mampa, Eureka. Kla- 
math Falls. San Luis Obispo, and 

More sales: CBS Newsfilm service 

to WRDW-TV, Atlanta: KRCG-TV. 
Jefferson City, Mo. : WREX-TV. Rock- 
ford, 111.: WTOL-TV. Toledo. Ohio. 

Now you can. listen. 
and compare 
before you buy 
the rich Syracuse 

N.Y. market 

at our 

in. by 

. . . Get the proof of WFBL leadership! Make a personal survey of 
station programming in Syracuse — by telephone. Call WFBL col- 
lect at any time of day or night to hear the live broadcast ol the 
moment by any or all stations. We think you'll agree with local 
listeners and advertisers; the most enjoyable good music, the best 
news reporting in Centra] New York is heard on WFBL. It delivers 
the audience you want to sell. Listen, compare. Prove it to yourself. 
Phone HOward 3-8631 collect. Ask Eor Sponsor Listening Service. 





and KOLO-TV, Reno, Nev.; new 

foreign subscribers are Fuji Telecast- 
ing Co. Tok\u, Japan: CFC.VTY 
Calgary, Canada; CHAN-TV, Van 
couver, Canada, and Productores Tele 
rision tasociados, Montevideo, Uru- 

Programs and producer?: U. 5. 

Borax' Death Valley Days, re-run as 
The Pioneers, transferred for distribu 
tion to Peter M. Robeck, 230 Park 
Avenue. New York: series was for 
raerly distributed bv Crosby/Browi 
Productions . .. ABC Films to dis 
tribute Herts-Lion International's Fa- 
mous Ghost Stories and The Inquisi 
tion . . . Collier Young and Robert H. 
Hill have formed CoUier Young As- 
sociate?, an independent tv produc- 
tion companv headquartering at 
MGM . . . Felix the Cat Productions 
has purchased the RCA Film Record 
ing Studios in New York at 411 Fifth 
Avenue: henceforth the studios will 
be known as 411 Recording Stu- 
dios. Inc. . . . Ziv-UA has placed 
Miami Undercover in syndication, 

Strictly personnel: Kurt Blum« 
berg appointed sales v. p. for Robert 
Lawrence Productions . . . Carl Lin- 
demann. Jr. to CXP as programs 
v.p. . . . Arthur Greenfield ap 
pointed manager of Screen Gems 
northcentral area syndication force. 
headquartering in Detroit . . . Jo<j 
Cramer named director of busine 
affairs for Paramount Television Pr 
ductions . . . Frank Brill promote 
to v.p. of MCA TV film syndication 


Westinghouse Broadcasting had 
put together a number of publ 
service shows. Among them: 

• University of the Air — a I 

series covering courses in inedicirei 
religion, philosophy, mathemat 
chemistry, economics and language. 1 

• The American Civil \S ar — .(J 
L3-week series scheduled to break iii 

• The America at Mid-CenturJ 
Series — a series of five LS-mini.tJ 
programs starting this week. 

• American Forum — 
presentation Great Issues 






series to continue for the rest of the 

Service programing: KGW-TV, 

Portland, beginning fourth >ear of 
Teenarama — a program centered 
around schools, teenage problems, de- 
sires, accomplishments . . . WFYI. 
Garden City. L. I. station manager. 
Wallace Dunlap, an Air Force Reserve 
Captain, scripting and narrating four 
quarter-hour transcribed programs 
with pops singer. Joni James for 
Christmas distribution to 2,000 radio 
stations. The project: Operation 

Public service notes : WTVJ, 

Miami, newsmen. Ron Oppen and Ed 
Reed, spent six davs at Florida State 
.Prison, to shoot film for the stations 
, F.Y.I, program entitled Men Behind 
(Bars — The Story of Raiford, 
which was telecast late last month . . . 
f KDKA-TV, Pittsburgh, general man- 
3 ager Jerome R. Reeves, to head up the 
Pittsburgh Radio-TV Club in a com- 
munitv effort to raise money for the 
local United Fund Torch Drive. Don 
laloset. general manager of WPIT, 
Hand Greer Parkinson. WCAE, exec, 
to assist. Stations participating also 
include KDKA-TV, WIIC-TV, and 


I MCA, N.Y.C., will do a series of 
['specials starting 23 October, deal- 
I ng with problems both local and 
I jeneral. 

| The topics under consideration 
Include: crowded court dockets: 
I rowded hospitals: growing boredom 
I mong the aired: teenagers who de- 
llerve recognition. 

| '.onnecticut's four tv stations are 
I tutting out a monthly bulletin co- 
peratively giving details about 
I heir public service programs. 

t The stations: WTIC-TV. Hartford: 
rXHC-TV. New Haven, WHCT. 
I artford and WHNB-TV. New Brit- 

fore good deeders : WIBG, Phila- 
plphia. d.j.ers and news staffers who 
"e giving off-mike hours to commu- 
ty projects are: Bill Wright, serving 
jjj Philadelphia Fire Dept. commit- 
b; Jerry Stevens, arranging special 
"inefit for Mentally Retarded Chil- 

ONSOR • 10 OCTOBER 1960 

dren; Harvey Miller, working with 
Philly police inspector on children 
rehabilitation program: Bill Jones 
I aided by the Mrs.) door to door 
1 nited Fund campaigners: Jerr\ 
Grove, chairman Darby Township 
Delaware County School District Au- 
thority: Chairman Briarcliffe Little 
League: PTA and Bov Scout officer; 
Bob Knox. Ardmore Optimist Club 
member in charge of youth activities; 
and president of Beverly Hills Junior 
High School PTA; member executive 
board Hishland Park Canteen. An 

estimated 72 hours a week is spent by 
the WIBG familv on these services. 


NAB fall conferences, Atlanta, 
Biltmore Hotel. 13-14 October . . . 
10th Annual Hi Fi Music Show, 
Benjamin Franklin Hotel, Philadel- 
phia. 18-20 November . . . Austral- 
ian Association of Advertising 
Agencies annual meeting, Adelaide. 
Australia. 9-12 October. ^ 


stat'is-ti'cian (stat'TstTsr/an) ,n. 

ts facts and figures, such as the fact that 
I people in the United States are men. 






BUY THE )*, 


E. Newton Wray, Pres. & Gen. Mgr. 
Represented by The Katz Agency, Inc. 


Tv and radio 

Russ Raycroft has been appointed station 
manager of KPLR-TV. St. Louis. He comes 
to his new post hacked by more than 30 
years' experience in broadcasting. These 
include 11 years at WGN, Chicago; eight 
years with Dancer-Fitzgerald-Sample. New 
York and Chicago; and posts of vice presi- 
dent in charge of radio and television for 
Robert W. Orr. Inc., New York. In addi- 
he was national tv director for the film producing firm of Wild- 
Inc. Raycroft taught radio courses at Northwestern University. 

Donald P. Rupert was appointed to the 
sales manager post at the Balaban Milwau- 
kee station, WRIT. He succeeds Parker R. 
Daggett who recently was named general 
manager of K-BOX, the company's Dallas 
station. Rupert, who has been a WRIT 
account executive since 1958. was associ- 
ated with the Bell Formica Co. as sales 
manager for a 10-year period. Rupert 
attended the University of Milwaukee. Married, thi 
children Rupert served four vears in the AAF durin< 

father of two 
World War II. 

Janet Byers was appointed advertisin; 
manager for KFWB. Hollywood. Shi 
comes to the Crowell-Collier station from 
KYW Radio. Cleveland, where for the past 
five years she had been advertising ami 
promotion manager. Miss Byers began h» r 
broadcasting career in 1949 as WLW-C 
Columbus, copywriter, later did radio N 
publicity for Y&R: sales research and pres- 
entation writing for RAB: and sales promotion for WINS, N. Y. A 
charter member of BPA, her KYW work won national recognition. 

William Andrews has been appointed 

general sales manager of syndication at 
Independent Television Corp. He replaces 
Alvin E. Unger who resigned to join the 
Hank Saperstein Organization. Chicago 
born. Andrews joined ITC two years ago 
as western division manager. Last June he 
was named northeastern division manager. 
Prior to his ITC affiliation. Andrews was 

spot sales manager for ZIV Television for three and a half year; 

attended the U. of Oregon, is married and the father of three chili 

10 OCTORFR 19 '•' 

frank talk to buyers of 
air media facilities 


The seller's viewpoint 

That radio's biggest problem is to sell itself needs no argument. The big 
r/uestion is "How?" Jay Victor, who runs an agency under the same name in 
Newark, N. J., and is an experienced hand at radio, maintains the only way 
to funnel substantially greater ad expenditures to this medium is to go to the 
source of all ad monies— the manufacturer himself. Victor is not only talk- 
ing about face-to-face contacts. He is talking about selling radio by using 
radio itself, by using the large-circulation publications the manufacturer 
reads. All radio needs, he says, is 1% more of the total advertising pot. 


Iwlillions of dollars and man hours are consumed every 
year in the care and feeding of the timebuyer, that gen- 
tle(?) soul who never even enters the picture until all 
media allocations have been irrevocably set, and who then 
and only then is given his little "budget" to spend. 

Weird isn't it? 

Yet this is the alley up which every major seller of net- 
work or spot radio seems to tread. For such is the blind- 
ness of radio today that it wastes its powers over the 
crumbs that are offered and loses sight completely of the 
loaf itself from which all crumbs must fall. 

An outsider might find it incredible but nobody in this 
business — nobody — seems to concentrate on the men be- 
hind the men who buy the time. No organization is around 
to spark a plan or explain "how to reach that other pup, the 
guy who wakes the timebuyer up," at all. Yet here is the very 
seed of media's growth. Because here at the policy level 
is where the actual allocations are firmed. And it is this 
level and this level alone, that determines how much of 
anyone's money ever goes where. Think about it, then ask 
yourself this question: As of now how many agencies have 
a radio media supervisor on their plans board? 

Place the blame where the blame belongs. Radio does 
not seem to understand that advertising needs an advertis- 
ing story, too. It fights itself. It does not fight for itself 
with any conviction at all. Its occasional speeches in its 
own behalf are generally beamed at agencies, and if the 
shop talk has any merit at all, it occasionally earns a 
paragraph in the broadcast press. Little more. With all 
due respect to the present non-profit associations that serve 
it, what the industry needs is a counterpart of the Coffee 
Bureau — or the Meat Institute or the Dairymen's Associa- 
tion. "Milk is good for you" says the Dairyman, "drink 
three glasses a day." Who says that about radio? Who is 
fighting to expand its market? Yet radio has as powerful 

a message, in its way, to deliver as has milk or meat or 
even the delicious coffee bean. More powerful in some 
ways, too. For with diversification growing in every major 
corporation today no medium can do a better umbrella job 
for anywhere near the dollar expended. 

I am not offering an academic thought. In my opinion 
this is an idea that should be implemented starting to- 
morrow by the 4,000 stations that stand to profit. For 
with any sort of effort radio has nowhere to go but up. 
We are smothered in research and pretty brochures. What 
is needed is the fresh air of a down-to-earth, hard-sell cam- 
paign to reach the man who signs the checks. 

If I were to plan this industry-wide campaign I'd go over 
every agency head directly to the manufacturer himself, 
search him out in his own habitat, speak to him in the 
language he understands, tell him the dramatic story of 
what radio can do for him. I'd seek him out in publica- 
tions like the Wall Street Journal, Nation s Business, New 
York Times, etc. I'd sell him radio via radio, too, in every 
open spot a station could spare. The manufacturer must 
be convinced that what he needs is more of radio, and he 
must tell this to his agency. It will not work the other 
way 'round, for strangely enough, an agency is a far 
stiffer group than the clients it serves. In the business of 
running advertising, I mean. For the client in this area 
generally has little fixed overhead, no really fixed opinion 
and a marriage license he can break at any time. He is 
always looking for a better and more economical way to 
sell his product. He switches agencies very often — proof 
enough that you, too. can sell him if you try. 

Last year some $12 billion were spent in advertising. If 
just V < of that were added to radio's share there'd be an 
extra $120 million a year to split. This is the pot of gold 
the radio industry should be shooting for. And the shoot- 
ing season is now. ^ 



[An important ANA-AAAA announcement 

Sometimes the most significant developments in our busi- 
ness are announced so quietly and with such little fanfare 
that they almost escape attention. 

This was the case last week when the Association of Nation- 
al Advertisers and the American Association of Advertising 
Agencies disclosed the formation of a joint committee to im- 
prove advertising content. 

The new ANA-AAAA committee, which will have as co- 
chairmen Edward D. Gerbic, v.p. Heublein Inc. and Robert 
E. Allen, pies. Fuller & Smith & Ross, will number 20 top- 
ranking agency and advertiser executives. 

Their mission will be to "deal with that small percentage 
of national advertising which is deemed in bad taste, manifest- 
ly misleading, or otherwise likely to be harmful to advertis- 
ing as a whole." 

But the unusual and important aspect of the committee's 
work will be the machinery and techniques they will use in 
policing the industry. 

Effective immediately the ANA-AAAA group will be oper- 
ating the "Interchange of Opinion" which the AAAA has 
been conducting since 1946. 

Under the "Interchange" system complaints about copy 
and commercials which are misleading, harmful, and in bad 
taste are referred confidentially to the members of the com- 
mittee for individual study. 

If a majority of the members believe that the problem is 
serious, both agency and advertisers are asked by the com- 
mittee to take corrective action. 

During the past five years 151 such requests have been 
sent out by the AAAA Interchange Committee and only four 
agencies and advertisers have failed to comply. 

Now, with the added pressure and prestige of ANA sup- 
port the work of the committee should be even more effective. 

Particularly significant is the fact that the ANA-AAAA 
group is dealing specifically in the shadowy area of good 
taste and with copy which, though it may be factually correct, 
i> offensive to the public and harmful to advertising. 

Last week ANA-AAAA officials told sponsor that the com- 
mil tec would be glad to process complaints from NAB mem- 
bers on offensive advertising. Address them to Richard L. 
Scheidker, c/o AAAA, 420 Lexington Ave., New York. ^ 



UNusual: We know a guy who 
solved the traffic problem in New 
"i oik during the monumental UN ses- 
sions with its heads of state winging 
all over town. He hired a big, black 
limousine, got himself a homberg, 
and rented four motorcycles (with 
drivers dressed in black jackets, blue 
pants, boots and blue helmets). His 
final items were a siren, a little Ameri- 
can flag and a little blue, white, and 
green one his wife whipped up on the 
sewing machine. Police stopped traf- 
fic for a week wherever he sped, and 
his office teas picketed for three days 
by a group that wanted him to get 
out of Lithuania. 
Immobile unit: During all the fuss 
and chicken feathers that accompa- 
nied Castro to and from and among 
Harlem, WLIB had a box seat. It's 
located right smack in the Hotel 
Theresa. One of the staffers reports 
that in the middle of one of those pro- 
and anti-Fidel demonstrations, some 
guy with more important things on 
his mind carried a sign that read: 
Pittsburgh, si — Yankees, no! 
Life begins at: Red Skelton intro- 
duced fortxish James Aubrey Jr. to 
the audience at his opening show of 
the season. Said Red: "He's president 
of the CBS TV Network— but almost 
young enough to be President of the 
I 'nited States." 

Final chapter: AP reports that the 
former head of a stock advisory sen - 
ice who authored a book titled ' ; How 
to Build a Fortune and Save on 
Taxes," filed for bankruptcy in Feder- 
al Court, listing assets of $2,052 and 
debts of $55,811. Probably a stunt for 
his next book, "How I Ran Through 
My First Fortune." 
Presidential choice: For those who 
cannot decide for whom to vote, we 
nominate Caroline Hill, a secretary at 1 
McCann-Erickson's corporate office. 
While agency chief Marion Harper Jr. 
was addressing a recent meeting of 
Mc-E managers at the Waldorf-Astor- 
ia's Starlight Roof, Andrei Gromyko 
marched in with five bodyguards. 
\lis> Hill stood up to the Russians 
and convinced them they had moved 
into the wrong territory. They with- 
drew. Well, it's not a kitchen, but 
still. . . . 


Detroit is speaking its piece— and loving the opportunity— on WWJ's 
exciting radio public forum. A torrent of phone calls rushes to the 
studio every evening. Citizens from far and near air their views on 
myriad timely subjects as the whole town listens. And popular Bob 
Maxwell handles every one with consummate skill. 

Human interest, community service, a salesmaker! That's "Phone- 
Opinion", another example of Total Radio for the Total Man on WWJ. 

Better place your call today— 

to your nearest PGW office. 

%A#%A# I A M and FM 


Detroit's Basic Radio Station 

NBC Affiliate 


Did you 

1200 ft. 

Yes, the prudent buyer knows that WISC-TV at 
Madison, Wisconsin has the tallest tower in the state, 
bringing service to 378,310 TV homes m thirty-two 
counties in Wisconsin, Illinois and Iowa. For instance, 
in the Rockford area, WISC-TV now carries 25 out of 
38 nighttime CBS Network programs exclusively. 



~^f K Rep,«,en t<! d Nationally by 

17 OCTOBER I960 
40< m copy • SB m year 


like yW o( Mk ad ^c 



Important affiliates 
proffer seven-point 
plan which includes 
longer station breaks 

Page 27 

Do wholesale 
figures mislead 
air clients? 

Page 30 

Radio sparks 
retail chain 

Page 32 

Lady execs rule 
sales roost at 
Official Films 

Page 34 


Radio Impact 
in the Twin | 
City Market 

A sociological study approved 
by the University of Minnesota 

A recently completed survey designed to 
measure the impact and impression which 
each radio station and its personalities 
makes on the Twin Cities population has now 
been compiled for use by advertisers and 
advertising agencies. 

Under the direction of Dr. Roy Francis, Pro- 
fessor of Sociology, University of Minnesota, 
this survey meets the highest possible stand- 
ards of design, procedure, sampling and 
evaluation that modern research can provide. 

Among the results which we (for obvious 
reasons) find particularly interesting are 
the following: 

Favorite disc-jockey among 15 listed — 
Don Doty 

Favorite radio sports announcer- 
Dick Nesbitt 

Favorite radio newscaster— Bob Ryan 

Impact is also measured by age, income and 
educational levels. 

Your nearest Edward Petry office or a 
KSTP representative will be happy to give 
you further details on obtaining a copy of 
the survey. Or, you may write Byron E. An- 
derson, Sales Manager, KSTP Radio, 3415 
University Avenue, Minneapolis, Minnesota. 









the station with the new 1000-foot tower 
reaching 443,400 homes. This is solid 
coverage in the 2-billion-dollar market 




and WSPA-TV can really counl 'em 
throughout the thickl) populated Pied- 
mont SUPERmarkel from our lower on 
Paris Mountain, 3 miles from Greenville 
and 1182 feel above average terrain. 
we'd like to count YOU among our 
SITI- Rmaikel advertisers, too. 

Call your Hollingben 




CBS in Spartanburg, S. C. 

National Representatives 

/ ol. I /. No. 42 

17 OCTOBER I960 




The counter-attack on spot carriers 

27 Here's the network answer to seven-point proposal by top affiliate opera- 
tors for easing their selling, made difficult by greater web flexibility 

Wholesale shipments: Do they fool air clients? 

30 Some stations charge that markets are heing bypassed as agencies sel 
lists allocating advertising to wholesale points, not retail sales areas 

Radio boosts fast-growing chain 

32 Five years ago, with 24 outlets and a $10 million gross. John's Bargain 
Stores added radio; current sales of its 144 stores are at $30 million 

Lady execs rule Official Films sales roost 

34 Grace Sullivan, director of national sales, and Sherlee Barish, v.p. of 
syndication sales, hold their own in hard-selling tv film business 

Public service tv sponsorship on rise 

36 TIO's new study "Interaction" lists 1,038 public affair- programs pre- 
sented over 264 local stations; 160 in 14 categories were sponsor-backed 

Is slow-motion next tv commercials trend? 

39 Among brands using technique is Prell, two of whose tv commercials use 
slow-motion throughout, as visual aspect carries the burden of the sell 

'Those two SPONSOR articles were wrong' 

40 Bruce R. Bryant, head of CBS TV Spot Sales, takes issue with practices 
which limit or screen the contacts between air salesmen and timebuyers 

Public service swings big sales for chain 

4X Star Markets food chain bought into Boston tv news panel show ten |1 
years ago, which accounted for sales increase from $12 to $70 million 


56 Film-Scope 

25 49th and Madison 

68 News & Idea Wrap-Up 

6 Newsmaker of the Week 

68 Picture Wrap-Up 

46 Radio Results 

80 Seller's Viewpoint 

48 Sponsor Asks 

12 Sponsor Backpage 

58 Sponsor Hears 

19 Sponsor-Scope 

82 Sponsor Speaks 

52 Spot Buys 

82 Ten-Second Spots 

16 Timebuyers at Work 

78 Tv and Radio Newsmakers 

5 5 Washington Week 

r of Business Publications 
>t Ciri 


SPONSOR PUBLICATIONS INC combined with TV Executive, tdnonn Circuie 
Advertising Offices: 40 £. 49th St (49 b Madisom New York 17. N. Y. Telephone 
Hill 8-2772 Chicago Of»ice: 612 N. Michigan Ave Pnone. Superior 7>o63 B" 
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 608' 
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave.. Baltimore 
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countri 
veai Other Foreign countries $11 per year. Single copies 40c. Printed in USA 
all correspondence to 40 I. 49th St., N. Y. 17. N :. MUrray Hill 8 2772 Published 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore. Md 

1. Md 
$9 a 

51960 Sp 

ublications Inc. 


To add "atmosphere" to the sales pitch . . . 

RCA Special Effects ! 

Products of your local sponsors can be given that "distinctive" appeal with intri- 
guing traveling matte effects. Using RCA Special Effects equipment, exciting slide 
or film backdrops can easily be inserted into commercials. You can place an 
animated figure into a moving background or add "atmosphere" details that 
give results, very simply. The system will accept signals from several sources to 
produce a variety of effects. 

In addition to traveling matte backgrounds, RCA can provide modules for 154 
special effects, including wipes, split screens, block, wedge, circular and multiple 
frequency patterns. Any ten effects may be preselected— simply plug ten modules 
into the control panel. You get the right effect to add that extra sell to your pro- 
grams and commercials every time ! 
Your RCA Special Effects will sell itself to 
advertisers and give your station a competitive 
edge. See your RCA Representative. Or write 
to RCA, Broadcast and Television Equipment, 
Dept. MC-264, Building 15-1, Camden, N. J. 
for descriptive booklet. In Canada: RCA 
VICTOR Company Limited, Montreal. 

RCA Broadcast and Television Equipment • Camden, N. J. 


fitted into a backyar 

RCA Special Effects I 

The Most Trusted Name in Television 


San francisco 

10,000 Watts 



Ju*^ I Li Su»o 

KOBY So- '•=-< .re » KSDO So" C90 * KBUZ ***">« 

of the week 

The bromleast industry is experiencing a turning point to- 
ward a netc life in the new year as Florida Gov. LeRoy Collins 
takes the post as president of the Motional Assn. of Broadcasters 
in Washington. On 4 January, he becomes the 17th presi- 
dent of the all-industry group which paces broadcast's meth- 
ods and morals. One question being asked by observers: Can 
a politician cope with tv/radio communications complexities? 

The newsmaker: Florida Gov. LeRoy Collins, 51. an- 
nounced some time ago that he would retire from political life and 
public office at the close of his gubernatorial term on 1 January of 
next year. This move backgrounded submission of his name as a 
possible successor to Harold Fellows shortly after the NAB president 
died last March. An NAB interim committee of three men as well 
as a selection committee of eight — all leaders in the radio/tv industry 
— started moves last spring which 
were climaxed a week ago (10 Oc- 
tober I with the sanction of their 
choice for this high post for a 
three-year term. There appeared 
to be many factors in favor of his 
selection, few occasioning any 
doubt as to the direction he'll take. 

Gov. Collins has been chosen 
because of his national prominence 
as a governor as well as chairman 
of the Democratic National Con- 
vention in Los Angeles this past 
summer, because he's respected by 
colleagues as well as adversaries and has 
as an administrator, attorney, and politician. 

He's worked diligentlv to expand industrial horizons in Florida and 
is believed to have a wide understanding of business and industry. 

Some observers, however, wonder how a man adept at these 
undertakings can cope with the unique and mounting problems of 
broadcasts. NAB's membership numbers more than 2.500 tv and 
radio stations as well as the networks. How, some ask. can an execu- 
tive with no precise training in such complex fields as am, fm, and 
tv — in programing, transmission, operations, advertising, engineer- 
ing — grasp needs and spearhead industry action as well as re- 
action? But NAB's basic problems are not technical. It seeks (1) to 
improve the industry's "image" with government, and the public; 
(2 I to forestall national, state, or local regulation by legislation. 

Gov. Collins is expected to spearhead imaginatively and forcefully 
a task force of NAB pros (some 80 of them I , all of whom are 
specialists in specific broadcast areas. His task will be to set the 
broad blueprint for action and then to have top professionals — at the 
NAB and in the industry — implement this plan. ^ 


Gov. LeRoy Collins 
iade a distinguished record 

Hard-boiled rating service 

Let's face it: The toughest rating service news for five years without an interrup- 

of all is determined by the sponsor's pen; .. ,_. tion. Sealy Mattress has sponsored the 
he either signs a renewal or he doesn't. '^^ 11:10 P.M. weather show for eight years. 

And, by this standard especially, we shine ^ Ratings like these from top national ad- 

with a gem-like brilliance. For example, ^^ vertisers pay off — for our clients and for 
Esso Standard has sponsored our 11 P.M. fc^J us — against any competition. 





^^ For years SPONSOR has been my fount of 
ideas and facts. It keeps me posted 
week after week on vital developments 

in radio and TV spot. 


Hope Martinez purchases SPOT 

for the following BBDO clients: 

Lucky Strike Cigarettes, Philco 

Corp.. Pan American Coffee 

Bureau, United Fruit Co. 

and B. F. Goodrich Co. 

Miss Martinez is one of the "titanic 2000" who finalizes over 95% of all the national 
SPOT business sold in America. It will better a billion in 1961. To every station owner and 
station representative the name of Hope Martinez is synonymous with time buying at its best. 
Needless to say she reads SPONSOR. 

TIMEBUYERS at BBDO include not only the men and women who actually buy SPOT but, in 
a broader sense, the hard core of media supervisors, account executives, researchers and other 
key personnel who work along with them. 87 of these key personnel at BBDO subscribe to 

Put in another way — 950 out of every dollar spent in national SPOT will be spent by the 
men and women who subscribe to SPONSOR. If we're talking figures — these are the 
only figures that count. 


President, Exec. Vice Presidents, Vice Presidents 

Account Executives and Branch Managers 3 

Timebuyers — 2 

Other media personnel 

Research, programing, publicity I 



40 East 49th St. MU 8-2772 New York 17 

to buy 




Yes ! Buy the Biggest Group of BUYERS! 



Spec/a/ PULSE Audience Composition Survey March 1960 

Choose a QUALITY station for a QUALITY audience! 






Executive Vice President 

Bernard Piatt 

Elaine Couper Glenn 


Executive Editor 

John E. McMillin 
News Editor 

Managing Editor 

Alfred J. Jaffe 

Midwest Editor (Chicago) 

Gwen Smart 
Film Editor 

Heyward Ehrlich 
Associate Editors 

Jack Lindrup 

Ben Seff 

Walter F. Scanlon 

Michael G. Silver 

Ruth Schlanger 

Diane Schwartz 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Sales Manager 

Arthur E. Breider 
Eastern Office 

Willard Dougherty 

Western Manager 

George Dietrich 


L C. Windsor. Manager 
Virginia Markey 
Readers' Service 

Barbara Wiggins 


S. T. Massimino. Assistant to Publisher 
Laura O. Paperman, Accounting Manage r 
George Becker; Michael Crocco; Syd Gul 
man; Wilke Rich; Irene Sulzbach; Dorotl 
Tinker; Flora Tomadelli 



Eg JHabch ~~J 


Spend your time more profitably 
in North Carolina where WSJS 
television gives you grade A 
coverage of more large cities 
than any other station 

Winston-Salem / Greensboro 



by Joe Csida 


The first word in fine music 
with high rated audience ac- 
ceptance. KBUZ, Phoenix 
and KSDO, San Diego have 
located the adult audience 
and keep them listening to 
your clients' message with 
full-time fine radio. 



KBUZ Phoenix AM and FM 

KBUZ San Diego AM 

and the all new 

KQBY San Francisco AM and FM 



Was great debate worth prime net time? 

The best available estimates were that maybe 
somewhere between 75 million and 100 million 
viewers watched and listened to the first great 
debate between two candidates for the office of 
President of the United States on all three of the 
video networks at 9:30 to 10:30 p.m., EDST on 
the night of Monday, 26 September, 1960. Sur- 
veys and interviews with the man in the street 
the morning after the big argument indicated that, as per usual, 
there were those who resented the hell out of the fact that Adventures 
in Paradise (not an original, a repeat yeti had to be canceled to 
permit the two seekers after the most important office on the face of 
the earth to say their respective pieces on the domestic issues. 

There were those, and there always will be no doubt. The inclina- 
tion of those of us who are willing to forego an exciting dramatic 
show with a wooden actor in the lead to hear what the men who may 
decide our destinies and the destinies of our children have to say, is 
to pooh-pooh the short-sighted nuts who bemoan the loss of such an 
entertainment interval. But, as I've noted, the Adventures in Paradise 
episode scheduled was a repeat. The titillating fall and winter sched- 
ule of entertainment programs had not yet been launched. And let's 
face it. the first great debate was inexcusably polite and dull, and 
ducked some issues which screamed to be aired. 

Now there are three more chapters of his great debate scheduled: 
On 7 October Senator Kennedy and Veep Nixon will probably 
meet in Cleveland; on October 13 there will be a split screen duel 
with the vice president in Los Angeles and Senator Kennedy in 
New York; and on 21 October they will argue their respective po- 
sitions on foreign affairs in the same studio once again. 

\nd I submit that quite possibly the whole future of great de- 
bates, in the fullest and truest sense of the words, will be on the line 
in these next three conversational duels. For all three of them will 
be bucking the best of the new season. And while the television 
critics may wail over the continuance of the cowboy shows and the 
cops and robbers series, these have proved potency over and beyond 
stale repeats of Adventures in Paradise. What they really have that 
the initial historic great debate lacked entirely was some 100 r 7 gen- 
uine unashamed, uninhibited emotional wallop. 

I am fullv aware of the vast need for the two young men w T ho 
seek to head the nation, and the free nations of the world to display 
dignity and decorum in impressive quantities. The very fact that 
each is less than a half-century old makes restraint and the calm 
and collected statesmanlike approach a must. But my guess is that if 
{Please turn to page 14) 




Lots of 

stations claim 
to be dominant. 
The August Nielsen 
Special Four Week 
Report proves 
WAGA-TV in Atlanta 
1st. in Atlanta! 

Over-all share of audience 

for period ending August 7 39.1 

Station B 36.6; Station C 24.3 



(NSI Special 4-Week Report August 1960 Metro Area Average Day Part Station Shares M-F 6am-6pm Sun-Sat 6 pm-mid.) 



Don't be detoured. If you 
want to move in Metropolitan 
New York, you need WPAT . . . 
the station that moves millions 
throughout 31 counties in New 
York, New Jersey, Pennsylvania 
and Connecticut. Follow the lead 
of the world's leading lines. 
They're in transports over the 
effectiveness of WPAT . . . where 
transportation and travel adver- 
tising has climbed to a strato- 
spheric 2090% increase in three 
short years. There's no doubt 
about it, commercials get there 
faster on WPAT. And for adver- 
tisers, getting there is all the fun. 
Here are only a few of the world 
travelers who've found out how 
much faster and how much more 
fun it can be to get there on 
WPAT: Arosa Steamship Lines, 
Braniff, BOAC, Capital, The 
French Line, Irish Airlines, 
K L M, National, Northeast, 
Northwest, Sabena, SAS, TWA 
and United. In the past three 
years, all of them have advertised 
on WPAT ... the station with 
the air of success. 


^ Sponsor backstage [Continued from page 12] 

they maintain this imperturbable Emily Postish attitude through the 
next three debates, the last one will find only a handful of scholars, 
historians, and dedicated workers of the Democratic and Republican 
parties among the viewers. 

Decorum to the point of dullness 

From a sheer debate standpoint, each left himself wide open, but 
Mr. Nixon chose not to throw a straight, hard right at Mr. Kennedy's 
chin, and Mr. Kennedy reacted in kindly kind. It was quite dull, 
not to say irritating and unconvincing. The rich, young Senator 
from Massachusetts had been making, and in the big debate before 
the video nation, chose to continue to make the point that ". . . 
I'm not satisfied when the United States had last year the lowest rate 
of economic growth of any major industrialized society in the world, 
because economic growth means strength and vitality. . . ." 

This is such a transparent insult to the intelligence of any voter 
that you would have felt that Mr. Nixon would have said so with a 
certain amount of heat and passion. Did he? Not at all. He calmly 
waited his turn, — and the turn was so far removed in time from the 
Senator's initial remarks along these lines that the answer lost its 
impact — and then he pointed out with exquisite politeness that: 

". . . First of all, I think it is well to put in perspective where we 
really do stand with regard to the Soviet Union in this whole matter 
of growth. The Soviet Tnion has been moving faster than we have. 
But the reason for that is obvious. They start from a much lower 
base. Although they have been moving faster in growth than we 
have, we find, for example, today, that their gross national product 
is only 44% of our gross national product. That's the same percent- 
age that it was twenty years ago." 

Both underestimate viewer/voter's intelligence 

Now, any thinking voter was aware of this for the first time the 
papers reported Senator Kennedy's usage of this fact, used in such 
an insultingly twisted manner. Yet Mr. Nixon's answer, pertinent 
and strong as it was, came only in the summation of the one-hour 
debate, the three-minute-and-20-second period, when each candidate 
was allowed to wrap up his case. Kennedy's initial statement to this 
effect came in his very opening remarks in the earliest minutes of 
the program. I'm sure the Republican candidate was following the 
sound debating principle he learned way back in high school that 
you save your strong shots for your summing up. But I doubt it's 
effectiveness in this case. 

And I decry more than the positioning of his answer, the complete 
lack of honest vehemence in his presentation of it. I had the feeling 
he should have charged Senator Kennedy with insulting the intelli- 
gence of the American voter. Maybe he didn't because there were 
certainly statements made by Mr. Nixon, in rebuttal to which Mr. 
Kennedy could have made a like charge. Maybe Herb Klein and 
Bobby Kennedy and their advisors all signed a pre-debate pact to 
be calm and dignified and imperturbable and unemotional about the 
whole thing. Maybe they intend to continue in this manner through 
the next three stanzas. 

My concern is, that if they do, most viewers will wind up voting 
for Gardner McKay. ^ 


It's traditional in the theater. When the houselights 
come up, the audience disappears into the lobby . . . 
the sidewalk ... the rest rooms. Fine for the theater. 
|ilVlurder for television. 

| '~or on TV, the intermission is the thing. It pays the 
Teight. The most you can ask of the show is that it 

fill the house with the people you want. It's up to 
the commercial to hold the audience in their seats . . . 
and sel| them ... for three minutes of intermission. 
Obvious? Sure! 

Overlooked? Often! Which is one thing we try al- 
ways to avoid at Ayer. The commercial is the payoff. 


ONSOR • 17 OCTOBER 1960 


Research Triangle Park 
Unleashes New Buying $ 

You have a new. solid reason for sched- 
uling WPTF. The North Carolina Re- 
search Triangle Park has progressed 
from "dream" to reality. Early estimates 
that the Park will attract research in- 
stallations employing 7,000 persons ap- 
pear conservative. 

FIRST to be completed was the multi- 
million dollar Chemstrand Research Cen- 
ter. Following closely will be the Re- 
search Triangle Institute headquarters, 
the Dreyfus International Center for 
Polymer Research, and the U. S. Forest 
Service eastern regional laboratory. 

MORE WILL FOLLOW. The three institu- 
tions which form the Triangle already 
provide the largest concentration of re- 
search personnel in the South. (North 
Carolina State at Raleigh, Duke Univer- 
sity at Durham, the University of North 
Carolina at Chapel Hill.) Now. with the 
4,600 acre Park a going operation, the 
future development will be substantial. 

SCHEDULE WPTF ... a better buy than 
ever. And don't hesitate to call if we 
can help you or your Southern manager 
open doors in this exciting, new segment 
of our market. Our towers are practi- 
cally next door to the Park and we are 
intimately familiar with the area's trade 
patterns and potential. 

50,000 WATTS 680 KC 

NBC Alliliole lor RaleighDu'ham 

and Eoiiem North Carolina 

R H. Mason, General Manager 

Gus Youngsteadt, Sales Manager 


at work 

Nate Rind, Doyle Dane Bernbach, New York, would like to see 
current competitive media information more readily available. "The 
existence of such publications as Media Records, PIB. LNA-BAR 
and sundry reports on spot radio activity testifies to the importance 
of competitive advertising activity in the media business. Frequently, 
the material is used in the prepara- 
tion of media and budget recom- 
mendations, and this form of media 
cooperation works to the benefit of 
the medium as well as the agency. 
If the information were not impor- 
tant, the time, money and effort in 
accumulating this data would not 
be expended. The various media 
are often happv to make known 
the activity of competitors in their 
publications and when making 
presentation?. Published competi- 
tive data are rarely current. In order to get this information, direct 
contact with media is necessary. Some publications and stations re- 
spond immediately. A minority, unfortunately, do not. It is part of the 
selling operation and constitutes a legitimate request. The same medium 
which refuses will probably request a service someday of the agency." 


advertisers seeking to heavy up 
prime consideration has to be 
requirements." Dube points out. 

Jack Dube, Cole Fischer & Rogow. New York, sees sponsorship of J 
syndicated programs as a media strategy not to be overlooked by I 
in certain markets. "Of course the ml 
individual marketing and product ) 
'but if these conditions allow, there 
is a great deal to be said for invest- 
ing in syndicated shows. To begin 
with there is significant prestige to 
be had from sponsorship of a pro- 
gram. And this approach offers 
the advertiser an opportunity to 
air his one-minute announcements 
during prime time. Furthermore, 
product identification with a pro- 
gram offers vast merchandising 
possibilities. Both the trade 
the consumer are susceptible 
this t\pe of program-oriented mer-l 
chandising. Dube suggests that '"when network clearance difficult 
are encountered, syndicated program buys may provide the answ 
These are some of the main reasons why. though it's probably les> 
of a task to recommend spot purchases in a given situation. I feel 
timebuyers ought to explore the feasibility of show sponsorship. 



r ■ 'Mm- 



^■Pi^ : ■ 


v r 


Really, dahling, anybody ivho is SOMEBODY is on 

WING in 


True, more national and local somebodies adver- 
tise on \^ IXG than on any other Dayton station. 
There must be a reason! Get the FACTS from 
your East/Man or General Manager Dale Moudy. 
Find out why high-flying WING has become the 
pivot point for all national and local bins in 

robert e. eastman & co., «* 

national representative 


write a caption for this picture 
and win S25 CASH! Deadline 
October 30. Winning caption 
will appear in November -1 issue. 
Give vour entry to your East,' L 
Man. or mail to WING, Talbott ~ 
Tower, Davton 2. Ohio 

This month's Caption Winner: 
Esther V. Andersen. MaeFar- 
land. Aveyard & Co.. Chicago. 

AIR TRAILS static 

; WEZE, Boston; WKLO, Louisville; WING, Dayton; WCOL, Columbus; and WIZE, Springfield, Ohio 

ONSOR • 17 OCTOBER 1960 

No significant difference! 

This was the verdict of 
the A. C. Nielsen Company 
following their qualitative 
analysis of the audiences 
of two New York TV stations 
-the leading Network station 
and wpix, the prestige 
independent. This special study 
provides a direct comparison 
of the audiences of both stations 
during the hours 7-11 PM, 
seven nights a week: 





Nielsen states: "None of 
the comparisons yielded a 
significant difference." 

Saying it another way, the 
"content" of a rating point 
on wpix and the leading 
Network station is the same! 
(Details upon request) 

where are 





the prestige 
independent with 

Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


17 OCTOBER I960 

C.pyrlgtat IMO 


The hottest rumors along Madison Avenue these days relate to this : some giant 
automotive or another is being on the verge of getting a separate agency for a com- 

Admen who are in pretty close touch with Detroit's problems think that type of divorce- 
ment is at least a year off. 

It can't, they say, become a trend until much of the turmoil in marketing and 
factory-dealer relationships created by the compact revolution has been resolved. 

The frictions are not only in the factory-dealer area, they also involve agencies. For 
instance, one agency is having a nerve-wracking time getting clearances from the Detroit boss 
on copy pertaining to the compact line. 

But the key question plaguing the factory is this: do you sell them as twin cars or 
do you sell the compact all off by itself, and competitively? 

And, of course, any spinoff trend will depend on the answer to that conumdrum. 

For the big and medium-sized reps September turned out to be one of the 
biggest months ever in terms of gross business written. 

A cross-check estimate put the increase for tv somewhere between 20-25% and for spot 
radio, 10-15%. 

Carter's Pills (Bates), with refurbished copy and the word Liver extracted, has 
swung back into spot tv, placing — something that's not so common — 26-week sched- 

Other national spot tv activity includes: Brillo (JWT), two flights, one 10 weeks 
and the other, starting January, 29 weeks, three minutes a day; Betty Crocker (BBDO) ; 
Spic & Span (Y&R) ; Calumet baking powder (FCB) ; Welch's grape jelly (Manoff) ; Maytag 
and Brown Shoes (Burnett) ; Robin Hood Flour (Kastor) . 

Kraft Parkay (NL&B) is about to request availabilities. 

In radio, Wander's Mivitine (Clinton E. Frank) is buying introductory markets. The 
budgets call for heaw saturation. 

For those sellers of television who are griping about finding it tough to get a 
response out of Lever on its first quarter buying possibilities, here's an insight into 
what's going on: 

1) In momentary command of selling expenditure at the topmost level is the camp that 
favors pouring more money into promotion than into advertising. 

2) The pro-advertising camp thinks that the longer the company holds off making deci- 
sions the better will be the chances of walking into a tv buyer's market. 

The promotion-minded element in the company has this figure on their side: the presi- 
dent himself, M. C. Mumford. 

Net result: a blurred picture of advertising direction, policy and authority. 

Local spot should be benefiting from the new Renault (Kudner) policy which 
is to put more advertising emphasis at the dealer level. 

Renault's president, Maurice Bosquet, enunciated this step last week when he assumed 
sales policy direction for the company in the U.S. 

The French car's first job had been to get identity through national advertising and now 
the task is to build ample area support for its 800 dealers. 

• 17 OCTOBER 1960 



SPONSOR-SCOPE continued 

Watch for Minnesota Mining & Manufacturing to launch an advertising cam- 
paign to educate ad managers, agency management and account men on the advan- 
tages of tape for video commercials. 

The main objective: to counter the opposition tape has been getting from many 
agency commercial producers who prefer to play along with film. 

Suggestion from the tape studios: because most commercial producers aren't equipped to 
handle live commercials (tape) as well as film, it would be to the bigger agency's advantage 
to have two specialists with equal authority, one for film and the other, tape. Such an 
arrangement already prevails at BBDO, with each man in a position to relate why his medium 
would serve the particular project better. 

As it turns out this year the national spot shoe fits very nicely for stations in 
the key radio markets. 

They're being well loaded with automotive and other accounts until the latter part of 
November, which makes it possible for them to take on lots of pre-christmas adver- 
tising from local retailers. 

The stations like it when they can give such customers plenty of frequency around the 
clock during these heavy gift-buying weeks. 

Coca-Cola's expansion activities, according to estimates, should find the com- 
pany spending at least $20 million for advertising within the next two years. 

What with offering a full line of beverage flavors, orange juice (Minute Maid) and one 
of the largest of instant coffee brands (also Minute Maid), the company has easily achieved 
the billion-dollar class in sales. 

The "debate*" fever among tv and radio stations is spreading around like a 
Kansas grass fire. 

For easy confirmation scan the reports contained under Public Service in sponsor's News 
and Idea Wrap-up lately. 

Politicos of every description and rank are being hauled to free mikes and 
cameras to confront their opponents and even answer questions phoned in during the 
exchange by viewers and listeners. 

It's the hottest programing genre that's come along the pike in years and, as one rep put 
it. the stations in their excitement are giving away free something that used to bring them a 
tidy income. 

A migration that caused somewhat of a surprise in Madison Avenue media 
circles : Hal Miller from Benton & Bowles, where he has been associate media director. 
to Grey, where he'll have the same title. 

Miller's chief at Grey will be Larry Deckinger, with whom he worked at Biow just 
prior to his coming with B&B five years ago. 

NBC TV will hold its annual affiliates convention at the Plaza in New York City 
on 16-17 November. 

Says the network : the affiliates' board of delegates hasn't so far indicated that it 
will have some new proposals, like more station break time, more minute participation* I 
for spot sale in network programs, etc. 

(See page 29 for what some stations want in the way of sales opportunities.) 

For other news coverage In this issue, see Newsmaker of the Week, page 6; 
Spot Buys, page 52; News and Idea Wrap-Up, page 70; Washington Week, page 55; SPONSOR 
Hears, page 58; Tv and Radio Newsmakers, page 78; and Film-Scope, page 56. 



e eavesdropped on a hurricane! 

From the time severe hurricane "Donna" was 
pawned in the churning Caribbean, this station 
istened in on her progress, and reported calmly and 
factually to our TV viewers and to our radio listeners. 

We reported the crashing rain-drenched path of 
Donna" through the Bahamas . . . the terrible devasta- 
ion of Marathon Key. . . . We traced the turn to the 
lorth that sent the killer storm crashing into the 
^lorida mainland, and toward heavily-populated 
ampa-St. Petersburg. . . . 

The storm picks up speed. . . . Cape Sable is 

. . Fort Myers reels under 130-mile winds. . . . 
iVe pick up the first communication from this hard-hit 
my. . . . Tampa battens down. . . . Families evacuate 
,ie low areas and the Gulf Beaches, the orders go out 

ver WFLA-TV and Radio. 

Sarasota staggers 

under "Donna". . . . and Bradenton, Arcadia, 
Wauchula. . . . 

Then WFLA News Director Jerry Harper, 
boarded up in the Tampa weather bureau, says: "The 
eye of the hurricane will pass east of the Tampa Bay 
area, going directly over Lakeland.". . . Tampans and 
the beach residents breath a sigh of relief, while the 
folks east of us dig in for the worst. 

And so it went on. ... 36 hours of grinding vigil, 
eavesdropping on a hurricane, by WFLA personnel to 
bring our viewers and listeners the minule-to-minute 
facts. ... a tremendous example of how the immediacy 
and thoroughness of electronic journalism can inform 
accurately, factually; stifling rumors, helping to keep 
death and damage down and assisting local govern- 
ments maintain order. 

Another WFLA-TV first. To inform 
the more than one-thousand deaf 
persons in the path of hurricane 
"Donna" — this station arranged 
with Mr. Roy Carter, who himseif 
does not hear, to re/ay all hur- 
ricane bulletins in the sign 
language of the deaf. 
In addition, a Spanish speaking 
newsman was utilized to broad- 
cast in that language for the 
benefit of the nearly 50,000 Latin 
people living in this area. 

The big busy 28- 
County Safes Area 
blanketed by 

wffo-fv GO K 


'ONSOR • 17 OCTOBER 1960 


wfmy-tv creates 

sales in the nation's 44th marker 

This ancient Indian pottery is a product To sell the nation's 44th market* (44 coun- 

of someone's innate ability . . . creativity. ties, 17 cities in all) . . . where 2.3 million 

Here in the Industrial Piedmont the one customers have $3.2' billion dollars to spend 

station with the proven ability to create . . . call your H-R-P rep today. 

SaleS iS WFMY-TV. *Source: Television Magazine, 1960 Data Book 


49th and 


I found your "Timebuying Basics" 
most interesting. I think other peo- 
ple in our shop would feel likewise. 
Would it be possible to have more 

Carol Brosmer 


Meldrum and Fewsmith, Inc. 


Reprints of "Timebuying Basics" and other 
■ections of SPONSOR'S Air Media Basics are 
available at nominal cost. 

! More on Negro supplemenf 
I would like to call your attention to 
an obvious error in the special Negro 
market section of the 26 September 
SPONSOR, page 20. You list the Wash- 
ington, D. C, market as being 53% 
Negro. Against this you show a total 
population of over two million peo- 
ple and a Negro population of 600,- 

As a matter of simple arithmetic, 
your answer should be approximately 
30% rather than 53%. 

As a matter of fact, you show a 
similar 53% figure on page 18 and 
do not make it clear whether you are 
I referring to the city or the market. 
I There are a little more than two 
million people in the five-county 
j Metropolitan Washington Area. Ac- 
cording to the Census, 746,958 of 
J these people live in the District of 
(Columbia. The correct figure on the 
Negro population I would estimate to 
be about 53% of this 747,000, or 
about 420,000. This amounts to about 
21% of the total market population, 
not 53%. 

I would suggest that when you ac- 
cept figures from someone with an 
axe to grind, you check their accu- 

Ben Strouse 
Washington, D. C. 

population of the Washington Area as 
ired to the total Washington Area popula- 
tion is around 30% rather than 53% as indi- 
eated on page 20 of SPONSOR'S 9th Annual 
Vegro Supplement (26 Sept.). However, be- 


cause of an incomplete explanation, percent of 
Negroes for practically all of the 47 markets 
listed does not correspond with the total Ne- 
groes and total population figures. The three 
columns should have been clarified as follows: 
Negroes, 1958 (metro area); Total population. 
1959 (metro area); % Negroes (city only). 

I was delighted to contribute an artl 
cle for the annual supplement on Ne- 
gro radio. 

Unfortunately, the gremlins thai 
fly around linotype machines were al 
work. On page 50, the third para- 
graph begins "Lastly, it is 
time to abolish the concept of broad- 
cast apartheid" — this of course was 
exactly the opposite of what I meanl 
and what I said in the copy sent you. 
The copy read, "Lastly, is it not time 
to abolish the concept of broadcast 

I would appreciate your noting 
this correction in the event certain 
readers may have read the article 

Peter M. Bardach 
media supervisor 
Foote, Cone & Belding 

Response to radio series 
I just want you to know that your 
recent series on radio's creativity at 
the grass-roots level is one of the 
brightest things any trade magazine 
in our field has ever done. My hope 
is that the series will create a new 
dimension of interest among time- 
buyers — that they will be inspired to 
inquire about the station's point of 
difference in its market, rather than 
just what its ratings are. 

Radio is on the threshold of an 
era of greatness the medium has 
never known. And why not? As 
sponsor so well points out in your 
series, now there are over 3,000 
sources of creativity, rather than just 
3 or 4. 

It's great — just great! 

Ernie Tannen 


The Eastern Shore Bdcstg. Co. 

Pocomoke City, Md. 


the STORE R station 

backed by 33 years 

of responsible broadcasting 


f ' f l M 

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q l V\ - q 2 Vl 


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-h s h x -+Kk 2 + V+h,*) ' 

-e.e* +^(ex 2 + e y 2 + e e 2 ) 

Jks£ a matter of Relativity) 


* Television Magazine — Sept. 1960 
*ARB 1960 Coverage Study- 
Average Daily Total Homes Delivered 
















17 OCTOBER 1960 



Major goal of affiliates is secur- 
ing more time during chainbreaks, 
by means of: more daytime 
breaks; ending daytime shoivs 35 
seconds early; mid-program 40- 
second breaks in nighttime hour 
shows; sale of two 20's at night 



Top affiliate operators propose seven steps to ease their selling, 
made difficult by greater web flexibility. Here's the network answer 

w\ seven-point comprehensive pro- 
posal to help tv affiliates out of the 
Ipot selling squeeze brought about by 
betwork selling practices has been 
Irawn up by a group of influential 
I. but anonymous) affiliate station 
owners and managers. 

The proposal contains specific sug- 
gestions to (1) end confusion in the 
!irea of product protection, (2) in- 

crease the size and number of station 
breaks between and within network 
programs, (3) open the local sale of 
unsponsored network programs, and 
(4) revise placement of commercials 
and credits within network shows. 
The affiliates' aim is a solution "with- 
out undue hardship to the networks 
and without inflicting on the viewer 
an undue amount of commercials. 

The seven points were made neces- 
sary, their authors said, because "as 
network selling becomes more and 
more flexible, the affiliates' position 
becomes increasingly rigid. You 
might say that the networks are selling 
more these days, but the affiliates are 
enjoying it less." 

Of significance to the industry was 
the apparent acceptance of the fact 


Networks are adamant against any 
station plan to cut program time 

thai networks will continue selling 
like spot, with spot carriers, scatter 
plans, multi-participations, short-flight 
selling; and that specials, cross-plug- 
ging and other manifestations of net- 
work flexibility were here to stay. 

Stations and their representatives 
had fought these practices in the past. 
With these proposals, at least some of 
them are saving that they are not try- 
ing to stop Avhat appears to be the 
inevitable, but are trying to salvage 
what they can. The following seven 
steps are designed, therefore, to "re- 
store at least a part of the local sta- 
tions' flexibility and potential revenue 
that has been lost" as network opera- 
tions have become more flexible. 

Regarding product protection of 
network advertisers: 

Point One — Provide as much notice 
as possible of sponsorship changes 
and not hold the affiliates responsible 
for product conflicts attendant thereto 
short of a lapse of 28 days from the 
giving of such notice. 

Point Two — Review the whole 
problem of product protection with a 
view toward restricting advertisers to 
fewer products for protection pur- 
poses: specifically, restrict the num 
her of products of the parent com 
pany that can be carried in a major- 
minor program purchase. Moreover, 
restrict the products carried in the 
sponsored program. 

Regarding station breaks between 
and within network programs: 

Point Three — Provide the stations 
with additional minute breaks be- 
tween commercial network programs 
in the davtime in lieu of conventional 
20-second and 10-second break posi- 

Point Four — Permit in stated policy 
affiliates to sell daytime minute an- 
Douncements adjacent to unsold net- 
work programs, accommodating such 
by ending these programs 35 seconds 

Point Five — Provide middle breaks 
in all hour-long shows currently on 
the schedule or planned for the future 
whose formats follow such breaks 
without harming the program's con- 
tent. In the case of dramatic pro- 

grams in which a station break would 
be an intrusion, eliminating the 
middle break therein, stations to be 
given 40 seconds before and after 
such programs to allow the stations to 
partially recapture the revenue lost 
by the elimination of the break posi- 
tion at mid-program point. 

Point Six — Work toward the sched- 
uling of nighttime network programs 
so as to permit the affiliates to sched- 
ule up to two 20-second announce- 

ments between programs. 

Regarding the sale of unsponsored 
network programs: 

Point Seven — Permit affiliates to| 
sell locally unsold minutes in network 
shows on a two-week recapturable 

Network reaction — from CBS and 
NBC — ranged from outright agree- 
ment on some points to a flat "abso- 
lutely no!" on others. ABC declined 
to comment on any of the points.) 
Agency reactions, which show signs 
of being quite outspoken on some of 
the suggestions, will be covered by 
SPONSOR in its next issue. 

On Point One, asking for 28 daysl 




PROVIDE as much notice as possible of sponsorship changes anc 
not hold the affiliates responsible for product conflicts attendant 
thereto short of a lapse of 28 days from the giving of such notice! 

I REVIEW the whole problem of product protection with a view towartj 
restricting advertisers to fewer products for protection purposes] 


PROVIDE the stations with additional minute breaks between cor 
mercial network programs in the daytime in lieu of conventions 
20-second and 10-second break positions. 

PERMIT in stated policy affiliates to sell daytime minute announce 
( ments adjacent to unsold network programs, accommodating sue 
by ending these programs 35 seconds early. 

i PROVIDE middle breaks in all hour-long shows currently on till 
k schedule or planned for the future whose formats allow such bresl- 
' without harming the program's content. 


Work toward the scheduling of nighttime network programs so « 
to permit the affiliates to schedule up to two 20-second announcM 
ments between programs. 


Permit affiliates to sell locally unsold minutes in network shew 
on a two-week recapturable basis. 

*ABC TV declined to comment on any of the points. 



notice, CBS's spokesman declared, 
"We give them as much notice as pos- 
sible on sponsorship changes. It is 
the affiliate's responsibility, of course, 
to use the chainbreak at its own 
discretion. However, when a conflict 
exists, the network endeavors to have 
it eliminated." 

NBC's stand on this point: "Con- 
sidering the over-all tremendous vol- 
ume of separate clients and product 
advertising being currently serviced, 
there are a negligible number of occa- 
sions on which stations receive less 
than 14 days prior notice (the time 
required in spot contracts for 
, changes) on which to shift local an- 

nouncements to avoid conflict between 
network and local advertising." 

On the matter of product protec- 
tion, Point Two, both networks agreed 
that restrictions are needed. CBS 
said it "took the initiative in breaking 
down the type of competitive product 
separation that carried over from 
network radio. We will continue to 
exert every effort in terms of educat- 
ing and convincing advertisers that 
competitive product adjacency should 
be viewed in the same manner in net- 
work television as in other media." 

The NBC statement: "The NBC 
network has been a leader since the 
inauguration of network tv in progres- 

sively limiting the extent of adver- 
tiser product protection. It should 
be borne in mind, however, that it is 
the network advertiser who primaiih 
supports the medium through pay- 
ment of the cost of network programs 
which create the value of the adjacent 
station break availabilities. 

"Hence, it is unreasonable to sug- 
gest further limitation on the prod- 
ucts which the network advertiser 
may feature on the programs for 
which he has paid." 

Point Three, calling for more min- 
ute breaks in daytime, and Point 
Four, suggesting ending daytime 
(Please turn to page 42) 



NjWORK'S responsibility is to give as much notice as 
Jhitde on sponsorship changes; affiliate's responsibility is 
oje break at own discretion. We try to eliminate conflicts. 

continue to exert every effort to convince adver- 
t competitive product adjacency should be viewed in 
! manner in network television as in other media. 

provide specific places in the daytime schedule where 
^ates may schedule one-minute spots, by eliminating 30's 
iddle of half-hour shows, adding them to end.t 

answer to Point Three. 

Tj'-N full hour show is sold to two half-hour sponsor! 

j,.^c is provided. A sponsor buying an entire hour is 

to an hour uninterrupted by local commercials. 


(permit this) from time to time when feasible, where 
0yve the right insofar as our agreements with the pack- 
(<and sponsor are concerned. 

i nearly all dally p 


THERE are a negligible number of occasions on which sta- 
tions receive less than 14 days prior notice on which to 
shift local spots to avoid conflicts with network ads. 

NETWORK advertiser, by his support, creates valuable adja- 
cencies. Hence, it is unreasonable to further limit the prod- 
ucts which he may feature on shows for which he pays. 

INFORMATION from major affiliates indicates that there is 
a large potential in 10's and 20's, and these stations desire 
the retention of the 30-second mid-program break. 

"IT should be noted that ABC provides a significantly lesser 
number of mid-program breaks which are highly salable in 
major markets." 

NO other advertising should interrupt a one-hour sponsored 
program paid for by a single advertiser; not proper to ask 
him to relinquish time at end of show for local advertising. 

IMPROPER to suggest that effectiveness of network client's 
ads be reduced even in the slightest by cutting program 
time, or adding additional messages adjacent to his time. 

DID this until board of delegate's meeting prior to fourth 
quarter of 1960. Affiliates did not desire to be burdened 
with co-op fee necessary to recover network program costs. 

ONSOR • 17 OCTOBER 1960 


^ Fall buying season sees renewed station charge 
that ad agencies give smaller markets short shrift 

^ They say media budgets often favor key wholesale 
distribution points rather than retail sales areas 


' arehouses are beginning to 
bulge this month as carloads of pack- 
aged goods are shipped to distribu- 
tion points before the rush of Thanks- 
giving. Christmas and winter busi- 
ness to consumers. 

Because this pipeline activity is ac- 
companied by heavier spot business 
— an invariable feature of each year's 
last quarter — but for other less obvi- 
ous reasons, too. broadcasters have 
been noticeablv more vocal this vear 
in their complaints that spot market 
lists are being weighted heavily in 
favor of key wholesale distribution 
centers rather than reflecting actual 
point-of-sale data. 

Typical of the broadcasters' com- 
ments is this from Paul J. Miller, 
managing director of WY^ VA. \Y heel- 
ing. W. Va. : "Advertisers miss half 
their sales potential if they don't 
give the point-of-sale areas due con- 
sideration, along with distribution 
cities, in ad campaigns. 

"Distribution set-ups are mostly 
planned on the basis of state lines as 
boundaries. . . . Merchandise credited 
to the distribution area in larger 
cities is not all used in those cities. 
(yet) the agency gives those cities of 
distribution advertising in proportion 
to the business done." 

Similar allegations have been 
voiced to sponsor by Edward J. 
Fitzgerald. Jr. of the Long Island 
(N.Y.) Network iWGBB. WGSM), 
H. Needham Smith of WTRF-TV, 
Wheeling, Harold B. Barre of WRVA, 

Richmond. Va.. and Paul Bain of 
KOB-AM-TV. Albuquerque. 

They contend, for example, that a 
Wheeling or Steubenville is omitted 
by a food or drug client who puts 
his advertising money into Pitts- 
burgh, the wholesale center. Yet the 
stations say these smaller, peripheral 
cities should not be omitted because 
each accounts for significant retail 

Admen last week commented on 
these main station allegation; 

1. That good retail markets are 
bypassed in favor of wholesale cen 

2. That retail sales are not, there- 
fore, taken into account when the 
basic market lists are prepared for 
a campaign. 

3. That national food and drug 
chains are equally remiss in heavy- 
ing-up in cities which are credited 
with bulk shipments when actually 
these distribution points reship a 
large proportion of this merchandise 
to other areas. 

4. That a lot of consumers are 
therefore not reached, even though 
they are the ultimate users of a given 

New York media and marketing 
professionals say that these charges 
are. in some instances, true. But 
they are unanimous in saying thi 
kind of marketing pattern and medi 
usage is not true for established 
products or for large, corporate na- 
tional manufacturers. 

Courtesy of J. Leo Cooke 



Here's why. Warren Bahr, vice 
president and associate media direc- 
tor of Young & Rubicam, explains 
that allocations are made as a percent- 
age of sales, and the markets and 
media selections over-all therefore 
balance to match population. 

This pattern, though true of pack- 
aged goods, would not necessarily ap- 
ply, of course, to other types of prod- 
uct lines or to specialized items. Sun- 
tan lotion, obviously, will always sell 
better in certain areas, as will such 
specialized lines as cold remedies, 
anti-freezes, luxury goods, beer, grits, 

i and such splinter-market products. 
Bahr explains that the large corpo- 

; rate manufacturer distributing na- 
tionally knows exactly where his sales 

i come from and, therefore, does not 
miscalculate and put too much ad- 
vertising stress in some areas, too 
little on others. But, adds Bahr, the 

smaller national manufacturer — the 
family owned company, for example 
— doesn't spend the kind of money 
this sales check requires. 

"Smaller companies don't have the 
kind or size of field force or sales 
organization which keeps on top of 
every outlet in every area, and they 
don't have the money to spend on 
elaborate agency marketing surveys, 
the Nielsen Food or Drug Index or 
material available from the Market 
Research Corp. of America," he says. 

And store audits are difficult to 
come by without these tools, says 
Frank Heaston, marketing director 
of Gardner Advertising Co., New 
York. Bigger advertisers also are 
able to get more complete data from 
wholesalers and distributors who, he 
explains, now are automated in many 
cases and can break out exact figures 
on Avhat was shipped where and when. 

Heaston points out also that some 
areas are deliberately omitted from 
market lists for valid marketing rea- 
sons. "A new product, for example, 
may be pushed hardest in wholesaler 
or broker territories because the 
manufacturer wants to gain maxi- 
mum distribution. And often it's 
necessary to impress these people be- 
fore you impress the consumer." 

There are other instances in which 
certain markets might be omitted, 
even though the general pattern is to 
match advertising to sales to people. 

Bill Birkbeck, media buyer at Cun- 
ningham & Walsh, says that a sales 
drop is an automatic index to re- 
appraisal of the market list. De- 
pending on the product — which so 
much of marketing and buying does 
— "We may then add some markets 
where we need more sales and slacken 

ii!!!ii;i!ii:!i:ii!iiii!i!ii:![i:!;i!:;!ii:...::iiii!!i:ii: , : , :;!!!iiiiiii!;!iiiii!!!!iii!:;:ii!![!i; 


Wholesale shipments figures are important, but actual retail sales figures in specific 
markets are more vital to media selections. Below is typical big agency analysis 
compiled quarterly to show territories by cases sold per 1,000 persons, sales 
ranking, number of tv homes impressions, percent of total sales of item each 
market accounts for. But this type of analysis is elaborate and expensive 

6re$i tv 
Sates Mf nit '59 bone inprtssiou 
house holdj (000) per ftr. (000) 



















Portland, Me. 
































ONSOR • 17 OCTOBER 1960 


now being matched in many instances to tv coverage 
by Frank Heaston, marketing manager of Gardner Ad 

wholesaler-distributor lin 

changed to meet 

eas, as with Busch 
New York. Former 
by tv coverage 

in others from which we might have 
to take money." 

'"Markets are very carefully selec- 
ted, despite what some stations think. 
And even though it really isn't their 
business to know why their city isn't 
on our basic list, we'll usually explain 
to them even though some of our 
thinking might seem to them ab- 

Jerry Arthur, vice president and 
media director of Donahue & Coe, 
New York, cites the importance of 
television in this marketing era and 
points out that his shop and its clients 
tend to base their allocations on tv 
coverage patterns. He thinks that a 
radio station, therefore, might have 
a more legitimate point to make about 
its market being omitted even though 
it's a good retail sales area. 

"A full pipeline," he says, "is just 
one part of the complexity of mar- 
keting. An advertiser is interested 
only in getting sales, yet one factor 
which a lot of stations forget about is 
the advertiser's cost of getting those 
sales." Sometimes the cost ratio is 
t.H, high, even though the market 
may be an excellent one for media 
and their reach. 

The marketing vice president of 
one of the top 10 agencies, whose 
management maintains a "no official 
comment" policy, told sponsor that 

"Advertising just doesn't follow dis- 
tribution set-ups; it follows popula- 
tion or media coverage areas, and it's 
as simple as that. 

"There are some instances of un- 
usual products where different mar- 
ket adjustments are made, obviously. 
Beer has a higher per capita consump- 
tion in the North than in the South. 
A decade ago, soap sold better in the 
Midwest because the water was hard- 
er there. These are the type of fac- 
tors considered in market selection. 

"Another element, however, is that 
the smaller grocery or drug adver- 
tiser will sometimes try to advertise 
beyond the consumer in order to im- 
press chain store and distributor peo- 
ple. A major marketer, however. 
would never be so short-sighted as to 
avoid reaching his ultimate consumer. 
Anyone who thinks he would is being 

The problem of tracing sales is a 
tough one, the admen agree. And sta- 
tions are correct in charging some 
clients with not knowing where their 
case shipments travel beyond the ma- 
jor distribution or wholesale point. 
This is particularly true of chain 
stores, which ship from their own 
warehouses with merchandise fan- 
ning out over broad areas. And it's 
true of the manufacturer who ships 
(Please turn to page 50) 


^ John's Bargain Stores 
up from 24 to 144 outlets 
since radio debut in 1955 

^ East Coast retailer runs 
heavy spot schedule in three 
cities, extras for openings 

Last week John's Bargain Stores 
opened an outlet in Scranton, Pa.; 
a week before, in Washington and 
Brooklyn ; the week before that, Long 
Branch and Riverside, N. J. 

And so it goes, week after week, 
with no end in sight. John's latest 
count is 144 stores in six eastern sea- 
board states plus the District of 
Columbia, and the chain has big plans 
for further south. John's added spot 
radio to its previously all-print media 
lineup five years ago, when 24 stores 
comprised the entire chain. Volume, 
now at approximately S30 million per 
annum, was in the neighborhood of 
$10 million in those days. 

Radio's bugetary share started off 
at a rather modest 3%, but rose 
steadily and today is 20 % of the 
over-all budget, which, obviously, is 
considerably higher than it was five 
years ago. And the 209£ does not in- 
clude spot barrages with which John's 
frequently fanfares new store open- 

The regular lineup includes WMCA. 
New York (61 spots per week): 
WHOM. New York (25 spots) ; W1P. 
Philadelphia (33 spots), and WPAC. 
Patchogue, L. I., N. Y. (50 spots). 
John's buys all 60-second announce- 
ments, having found them the best 
length for its message. Heaviest em 
phasis goes to the hours of 6:30-10 
a.m., at which time listeners are urged 
to come out and take advantage of the 
day's bargains. The 4:30-7 p.m. 
traffic hours also draw a healthy dose 
of John's radio spots. The chain is 
on the radio during the hours in be- 
tween but to a lesser degree. 

In addition to this regular schecl 
ule, John's has been having a great 

17 OCTOBER 1960 


deal of success with one-week blitzes 
of 100 spots or more in conjunction 
with openings of new stores. In the 
midst of Hurricane Donna, John's 
ran 100 spots apiece on WDOV and 
WKEN, Dover, Del., to plug an open- 
ing there. The first-day turnout was 
reportedly "tremendous" and radio 

■ gets full media credit, since print ads 
didn't begin until two days later. 
Latest store-opening, 100-spot salvo 
was fired off via WARM, Scranton, 
last week. 

John's first found out what it had 
been missing when, five years ago, it 
tried radio in Patchogue, L. I., to 

5 remedy a sagging sales situation there. 
Its advertising dollars were pulled out 

' of local print media and invested in 
announcements over WPAC. The sta- 

tion's continuity director Ted Royce 
wrote, produced and acted out a 
series of humorous spots for John's 
Patchogue branch. Within three 
months, Royce reports, the store rose 
from a "C" to an "A" classification, 
in the chain's terminology, which 
meant one of its weak sisters was 
selling up there with the best of them. 
And Royce has been with John's ever 
since, serving now in the capacity of 
radio advertising manager. 

Royce creates both live and elec- 
trically transcribed announcements 
for John's. The live material usually 
deals with the day's specials, and runs 
primarily in the 6:30-10 a.m. time 
block. Copy urges listeners to get 
right down to John's for the bargains, 
and according to Royce the merchan- 

dise is usually sold out by 10 a.m., 
so it's necessary to cut off those an- 

For the rest of the day, the e.t.'s are 
aired, and they dwell more on regular 
merchandise. "The e.t.'s are used pri- 
marily to get listeners to remember 
us, but even our regularly priced mer- 
chandise is fantastically low-priced 
and often our spots around 5 p.m. 
will bring people into the stores be- 
fore closing time the same evening." 

Royce tries to keep a humorous sell 
running through all of the John's 
commercials, and when it comes to 
the e.t.'s he generally pulls all the 
stops. Among the zaniest of the re- 
cent crop was a tie-in with Nikita 
Khrushchev's U. S. visit. There is no 
(Please turn to page 66 ) 

Lady execs rule 
the sales roost 
at Official Films 

GRACE SULLIVAN'S day begins with a barrage of phone calls 

Photos by Herb Levart 

^ Grace Sullivan, director of national sales and secretary of firm; Sherlee 
Barish, vice president, syndication sales, hold their own in a man's game 

La<lv executives in the hard-boiled 
sales sector of the tv film industry 
come few and far between. And 
Official Films is probably the only 
tv company that can boast three top 
female sales executives out of three 
top sales positions: Grace Sullivan, 
director of national sales, Sherlee 
Barish, vice president in charge of 
syndication, and Adrienne Douglass, 
coordinator of international sales out 
of Luxembourg. 

Miss Sullivan and Miss Barish are 
regarded in the trade as vivacious, 
knowledgable, attractive ladies. Their 
sex doesn't protect them from the 
usual heavy schedule of agency calls, 
equipped with film, pitch, et al. And 
they are obviously a success, as evi- 
denced by Official's profit position for 
the first half of 1960. 

In commenting with pride on his 
somewhat unique sales setup, Official's 
president Seymour Reed boasts that 
"women seem to have more stamina 
than men, and they cover more terri- 
tory in less time." This being Offi- 
cial's busiest selling season, with sev- 
eral new five- and one-minute offer- 

ings, Miss Sullivan and Miss Barish 
are actively upholding his confidence 
in them. They make between six 
and eight agency and station calls a 
day. "We've known some sharp sales- 
men who start rubbing their ankles 
after two or three daily calls," Miss 
Sullivan said. 

Miss Sullivan, a former high fash- 
ion model, came to Official seven-and- 
one-half years ago, when there was a 
two-girl staff and "I did everything 
from operating a switchboard to op- 
erating a projector." At this time, 
Official's product consisted of three- 
minute music hall varieties and some 
cartoons. Following Harold Hackett's 
arrival as head of Official, Miss Sulli- 
van became his secretary. In 1956 she 
was made secretary of the corporation 
and on 1 February 1960 was named 
director of national sales. She also 
supervises syndication sales in the 
N.Y. area. 

Her national sales task force con- 
sists of two men. Do they mind a 
woman boss? "In the tv industry, 
people seem to be more broadminded 
and don't mind a bit. We've got a 

congenial shop," she replied. 

As for the business in general, 
"being a woman has a definite ad- 
vantage as far as getting out and 
meeting people," she said. "Ap- 
pointments for instance are easier 
for a woman to make because many 
times agencymen are just plain curi- 
ous about us. I am usually treated 
very well, with most stations and 
agencies seeming to put more effort 
into advising me about my product 
and the market," she told us. 

Although most companies begin 
hawking their tv wares in January 
for the following fall, Official is ex- 
periencing an early selling season 
this year. "If you've got half-hour 
or hour-long pilots to sell, January is 
early enough," said Miss Sullivan. 
"But we've not only got shows to 
sell, we've got to educate agencies 
and advertisers on how and where 
to use them," she said. 

Miss Sullivan began selling for 
Official last January and had a "very 
successful first month." About that 
time Seymour Reed took over the 
company as president, and the sales 


force had no chief. With Miss Sulli- 
van's early sales record to back her 
up (she called it "beginner's luck"), 
she was made director of national 

Miss Barish. with Official for five 
years and before that with NTA, was 
made vice president in charge of 
syndication sales in June of this year. 
She now makes calls on major mar- 
kets only and has 10 field salesmen 
working for her. Of these, two are 
women. Mary Cox covers the New 
England area for Official, and Kay 
Herman, the Southwest. 

Official however doesn't just hire 
women for women's sake. It is diffi- 
cult to find women with a film in- 
dustrv background. "This is not a 
I Please turn to page 62) 

SHERLEE BARISH checks her appointment roster as 
Miss Sullivan sets up another afternoon agency call 

BUSY morning routine includes screening of 
new material, such as this hour of 'Playboy's 
Penthouse,' for program acceptance, along with 
Joe Fusco Jr., of Official's station relations de- 
partment; at the right, Miss Sullivan and Miss 
Barish have a moment to enjoy an inside joke 
on their way to respective agency calls. Both 
isaleswomen make at least six daily agency or 
! station visits during Official's rush selling season. 



^ New TIO report 'Interaction' details 1,038 public service programs on 264 
individual television stations . . . many different types win advertiser backing 

■Mast summer sponsor, in an article 
titled "The New $25 Million Tv 
Trend'" I issue of 25 July), reported 
one of the most heartening develop- 
ments of the new tv season — the in- 
creasing number of network sponsors 
who are backing public service and 
public affairs programing. 

This week, from the Television In- 
formation Office comes a handsome 
288 page report "Interaction" which 
gives ample evidence that this trend 
is extending to local public service 

The TIO, under its director Louis 
Hausman, and special project editor 

Robert Louis Shayon, asked every 
one of the country's 562 tv stations 
(including the 47 ETV's) to send in 
reports on the local public service 
programs they had broadcast in the 
18 months prior to April 1960. 

Replies were received from 264 
individual stations and 1,121 pro- 



Altoona, Pa.— Eye on Channel 10— WFBG-TV 

Chattanooga— Point of View— WDEF-TV 

Chicago— A Queen, the City, Its Future— WBKB 

Dallas— Telescope— WFAA-TV 

El Paso— 4 Noon— KROD-TV 

Fort Dodge, la.— Calling Ed Breen— KQTV 

Grand Rapids— Unit 8— WOOD-TV 

Huntington, W. Va— News Conference— WSAZ-TV 

La Crosse, Wis.— Coulee Crossroad— WKBT 

Little Rock— Eye On Arkansas— KTHV 

Los Angeles— 770 On TV— KABC-TV 

Milwaukee— Special Asignment— WTMJ-TV 

Nashville— Newsscope— Special Report— WSIX-TV 
New Orleans— Byline Mel Leavitt— WDSU-TV 
Omaha— The 10:25 Feature— WOW-TV 

Peoria— It's Your Decision— WMBD-TV 

Philadelphia— Eyewitness— WFIL-TV 

St. Louis— Eye On St. Louis— KM OX-TV 

San Antonio— Comment— WOAI-TV 

Seattle— Seattle Report— KING-TV 

Seattle— We Like It Here— KING-TV 

Sio ux Ci ty— Channel 9 Reports— KVTV 

South Bend -Elkhar t— Jac k Scott's Report— WSJV-TV 

Tallahassee— Good Morning Show— WCTV 

Tucson— Dateline Tucson— KOLD-TV 


Chicago— Books and Brent— W BKB 

Ephrata-Moses Lake, Wash.— On Stage— KBAS-TV 

Indianapolis— Easter Sunday Concert— WFBM-TV 

Indianapolis — Indianapolis Symphony Orchestra — 


Kansas City— Kansas City Hour— KCMO-TV 

Nashville— Nashville Sings— WSIX-TV 

New Orleans— Television Little Theatre— WWL-TV 
New Orleans— A Tribute to Armando Agnini— WDSU-TV 

Omaha— Concert Chorale— KETV 

Rockford— Graduation— WREX-TV 

Syracuse— One O'Clock Scholar— WHEN-TV 

Los Angeles — Adventure Tomorrow — KCOP 

New York— The Magic Eye— WABC-TV 

San Francisco— Science in Action— KRON-TV 


Baton Rouge— Buckskin Bill— WAFB-TV 
Chicago— Treetop House— WGN-TV 
Detroit— Quiz 'em— WWJ-TV 

Fort Wayne— Communism Looks at Youth— WPTA 
Fort Wayne— Elektra Club— WANE-TV 

Louisville— Hi Varieties— WHAS-TV 

Meridian, Miss. — Quiz 'em on the Air — WTOK-TV 

Miami— Youth in Review— WPST-TV 

Oklahoma City— Miss Fran from Storyland— KWTV 

Omaha — Playground Champions — KMTV 

Rockford— Call On Casey— WREX-TV 

San Diego— Zoorama— KFMB-TV 

Syracuse— Magic Toy Shop— WHEN-TV 

Valley City, N. P.— Teen Quiz— KXJB-TV 

Yakima— Sports-o-rama— KNDO-TV 



grams were reported. Of this total 
TIO eliminated 83 shows which were 
either straight newscasts or syndi- 
cated shows in which the station was 
not creatively involved. 

The remaining 1.038 programs are 
described in the "Interaction" study. 

Even a cursory reading of the TIO 
report cannot fail to impress observ- 
ers with the extraordinary creativity, 
originality, and effectiveness with 
which the country's tv stations are 
approaching their public service re- 

sponsibilities on the community level. 

To advertisers and agencies (as 
well as station men) however, one of 
the most interesting phases of the 
TIO report is the number of these 
locally produced public service shows 
which receive sponsor backing. 

Last week, spo.xsor editors went 
over galley proofs of "Interaction" 
and selected 160 programs which 
were either partially, or fully adver- 

Surprisingly, they fall into 14 dif- 

ferent categories. (Of the 1.5 typea 
of public service programs listed by 
the TIO only the "formal education"' 
classification failed to disclose evi- 
dence of sponsorship.) 

A detailed examination of a few 
of the more important categories 
shows the tremendous variety of im- 
portant public affairs programs which 
have attracted advertiser support. 

In the "Community Affairs and 
Problems" section, for instance. 
WFBG-TV, Altoona's Eye on Chan- 




Austin— Press Conference— KTBC-TV 

Birmingham— What's Your Problem?— WAPI-TV 

Fort Dodge— Great Debate— KQTV 

Columbus, Ohio— Juvenile Judge— WBNS-TV 

Huntington— Man in Washington— WSAZ-TV 
New Haven— Election '60 Spotlight— WNHC-TV 

Detroit— Youth Bureau— WXYZ-TV 
Hartford— To Live Tomorrow— WTIC-TV 

Wichita— Election Party— KAKE-TV 


Los Angeles— Divorce Court— KTTV 
Los Angeles— Youth Court— KTLA 

Cincinnati— Signal 3— WLW-T 

Columbus, Ga— Operation Courtesy— WRBL-TV 

Miami— To Smoke or Not to Smoke— WTVJ 
Omaha— The Matter of the Heart— KETV 

Lubbock— Traffic Report of the Air— KDUB-TV 

San Diego— TV-8 Reports: "The Sex Offender"— KFMB-TV 

St. Joseph— Big Jim and His Deputies— KFEQ-TV 

San Francisco-Oakland— Doctor's News Conference— 




Springfield, Mass.— Chalice of Salvation— WWLP 

Abilene, Texas— Dateline, Abilene— KPAR-TV 

Alexandria, La. — Almanac — KALB-TV 
Amarillo— New Ideas— KGNC-TV 
Atlanta— Today in Georgia— WSB-TV 

Amarillo— Cotton John's Farm and Home— KGNC-TV 

Cedar Rapids — Weather, Markets, and Farm News — 

Chicago— Farm Report— WBBM-TV 

Atlanta— Two Belles— TV Edition— WAGA 

Detroit— Michigan Outdoors— WW J -TV 

Cadillac-Traverse City, Mich.— Scope— WWTV 

Ephrata-Moses Lake— R. F. D— KBAS-TV 

Cape Girardeau, Mo.— Breakfast Show— KFVS-TV 

Evansville— Best in Hunting— Best in Fishing— WTVW 
Florence, S. C— Southeast Almanac— WBTW 

Columbus, Ohio— Morning Show— WTVN-TV 
Harlingen, Texas— Table Talk— KGBT-TV 

Memphis— Mid-south Today— WMCT 

Kalamazoo — Feminine Fancies — WKZO-TV 

Oklahoma City— Farm News and Markets— KWTV 

Manchester — Revue Francaise — WMUR-TV 

Philadelphia— Bill Bennett Show— WCAU-TV 
Roanoke— Farm and Home— WSLS-TV 
Shreveport— The Ark-La-Tex Farmer— KSLA-TV 

Mobile— Woman's World— WKRG-TV 

Monroe, La.— Clearing House— KNOE-TV 

Norfolk— All-Navy and All-Air Force Boxing Shows— 

Wilmington, N. C— Farm Beat— WECT 

Winston-Salem— On the Farm— WSJS-TV 

Norfolk— Story of the Peanut— WAVY-TV 

NSOR • 17 OCTOBER 1960 

nel 10 is a half-hour Sunday pro- mothers, and a small town weekly days a week. Channel 9 Reports 1 
gram that focuses attention on such newspaper. on KVTV, Sioux City, is a monthly 1 
problems as saving a local industry WKBT, La Crosse, devotes about half-hour documentary, 
and improving slums, parks, libraries, half of its Coulee Crossroads show In the field of "Literature and the 1 
and the state hospital. to farm problems. KABC, Los An- Arts," sponsored shows include On 1 

KQTV, Fort Dodge, Iowa, has a geles, has in 770 on Tv a discussion Stage, presented by KBAS-TV, Eph- 1 
program titled Calling Ed Breen and interview show which is the old- rata-Moses Lake, Washington, fea- 1 
which presents two-way telephone est labor-sponsored tv program in ture a series of original tv plays writ- 
conversations on local affairs, and has the world. WFIL-TV, Philadelphia's ten around dramatic and historical 
covered such diverse subjects as gar- Eyewitness gives on-location film subjects of local interest, 
bage collections, pension checks and reports in such local problems as The Kansas City Hour on KCMO- 
a new government building. beatniks, drug addiction, mental TV presents monthly telecasts of 

WOOD-TV, Grand Rapids, builds health, and transportation. the Kansas City Philharmonic Or- 
95% of its Unit 8 programs around Comment on WOAI-TV, San An- chestra, while WFBM, Indianapolis, 
its mobile unit which has taken sta- tonio, combines capsule news and a has had sponsored programs of the 
tion crews and cameras to a migrant short editorial into a five-minute late Indianapolis Symphony. WWL-TV, 
worker camp, a home for unwed evening program presented seven (Please turn to page 63) 


Parkersburg— Pulse of Industry— WTAP-TV 

Utica— Good Living— WKTV 

Peoria — Blue Ribbon Movie Intermission — WMBD-TV 

Washington, D. C— The 25th Hour— WTOP-TV 

Peoria— Fiesta Days— WMBD-TV 
Plattsburgh— For You, Madame— WPTZ-TV 

Wichita— Gard'n-wise Show— KAKE-TV 


Roanoke— Saturday Show— WSLS-TV 

Burlington— You Can Quote Me— WCAX-TV 
Chicago— At Random— WBBM-TV 

St. Joseph— You and Your Home— KFEQ-TV 

St. Louis— The Charlotte Peters Show— KSD-TV 
St. Petersburg-Tampa— Let's All Sing— WSUN-TV 

Denver— On the Spot— KLZ-TV 

Denver— Panorama— KLZ-TV 
Detroit— George Pierrot Presents— WW J -TV 
Detroit— World Adventure— WXYZ-TV 
Durham— Reading Program— WTVD 

Salinas— La Hora Mexico— KSBW-TV 
Salinas— Town Topics— KSBW-TV 

Sioux City— Club Hi-Lites— KTIV 
Topeka— Rush Hour— WIBW-TV 

Weslaco, Texas— Boy Scout Camporee— KRGV-TV 

Durham— V. 1. P.— WTVD 

Nashville— Noon— WSM-TV 

New Haven— Yale Reports— WNHC-TV 

Wilmington— Military Log— WECT 


New Orleans— Lsuno Profile— WWL-TV 

Charlotte— Betty Feezor Show— WBTV 
Charlotte— The Sportsmen— WSOC-TV 
Chicago— Creative Cookery— WBKB 

Phoenix— World at Large— KPHO-TV 

San Francisco— William Winter Maps the News— KGO-TV 

Seattle-Tacoma — Exposure — KTNT-TV 

Shreveport— Dateline: Shreveport—KS LA-TV 

Denver — Weekend Gardener — KLZ-TV 

Durham— The Peggy Mann Show— WTVD 

Evansville— Things that Grow— WTVW 

Steubenville— Tel-All— WSTV-TV 
Tucson— Desert Trails— KOLD-TV 

Green Bay— Marianne Show— WFRV 
Greensboro— Second Breakfast— WFMY-TV 


Huntington— Garden Club of the Air— WSAZ-TV 

Cedar Rapids— Seven Ages of a City— WMT-TV 

Los Angeles— Art for the Fun of It— KTTV 
Los Angeles— Gordon's Garden— KABC-TV 
Los Angeles— Square Dance Party— KHJ-TV 

Los Angeles— Expedition!— KCOP 1 
Oklahoma City— Oklahoma Heritage— WKY-TV 1 

Pittsburgh— Pittsburgh Cavalcade— WIIC 1 

St. Joseph— Back in Your Own Backyard— KFEQ-TV 

St. Louis— St. Louis— City of Flight— KSD-TV 1 

Sioux City— You and Your Dog— KTIV 
Spokane— Community Profile— KREM-TV 

St. Louis— That Fabulous Summer— KSD-TV 1 

San Diego— Target, USA— KFMB-TV 1 

38 SPONSOR • 17 OCTOBER 1960 ■ 


PRELL commercial from B&B uses slow-motion throughout as visual aspect carries burden of sell 

Is slow-motion next 
tv commercials trend? 

Tv close-ups suggest 
Prell's selling points 

f it's occurred to you there's a no- 
ticeable rise in the number of in-slow- 
motion commercials on tv recently 
it's not your imagination. (Don't be 
surprised if it's the beginning of a 

i Two of the brands using slow-mo- 
tion commercials — Prell and Zest — 
come out of the Benton & Bowles 
i)hop. They are both, of course, 
• products of P&G, often a bellwether 
in video. 

Of the two, the Prell films are the 
-most arresting and significant. A 
Lbrace of Prell commercials, turned 
out by Transfilm-Caravel, are not 
pnly in slow-motion in their entirety 
out are also in extreme closeup 
hroughout. Furthermore, they con- 
tain only 47 words each — roughly 
>ne-third the average amount of copy 
ound in the usual one-minute tv 

I The basic thinking behind the use 
| >f slow-motion is not startling but 
liiugurs well for the future of tv ad- 
ertising. It is that the burden of 
l!he sell should be visual rather than 

|- The B&B group that conceived the 
I ommercials I Ted Okon was the agen- 
l]V producer), sought to put across 
| jhe point that Prell concentrate sham- 
j oo leaves the hair silky, soft, grace- 
| al and expressive. Rather than em- 
[ hasize this in words, B&B resorted 
I p the film camera to see if these 
i joints could be made pictorially. 

Transfilm-Caravel's technicians un- 
der Peter Griffith shot 27,000 feet of 
film, which, T-C said, is about five 
times the usual amount of footage 
that would be shot under normal con- 
ditions. The large quantity of film 
stock was made necessary by the wide 
variety of combinations in lighting, 
camera lenses, filters, special effects, 
etc., used in the tests. However, ex- 
cept for dissolves, none of the special 
effects were made in an optical print- 
er, but were done by the camera 

Background music in both commer- 
cials is sensuous but scored different- 
ly. One commercial has two guitars. 
The other has an unusual combina- 
tion of French horns, bongo drums, 
harp, flute, drums, trumpet, violin — 
in addition to human voices. Copy 
in both commercials, written by Nita 
DeBerg. is identical. The musical 
director was Roy Eaton. 

Neither of the commercials shows 
a full head or, interestingly enough, 
a full head of hair. Except for per- 
haps one shot it would be hard to 
identify the model, who was chosen 
from a field of 150 for her special 
combination of hair and facial char- 

The B&B creative group is con- 
vinced that, in addition to helping 
sell beauty products, slow-motion 
photography, well-conceived and in- 
tegrated music and minimal copy can 
benefit food products, too. ^ 


17 OCTOBER 1960 

'Those two SPONSOR 
articles were wrong' 

* Bruce R. Bryant, head of CBS Tv Spot Sales, take* 
issue with practices screening buyer-salesman contact* 

^ Rep executive says business moves too fast foi 
plans which restrict the flow of day-to-day information 

The author of this article is Bruce 
R. Bryant, vice president and general 
manager of CBS Television Spot 
Sales. In it he takes issue with agency 
timebuying practices detailed in two 
recent SPONSOR stories. Both stories 
involved — though in different ways — 
the ever-present headache engendered 
by the time consumed in contacts be- 
tween buyers and sellers of air media. 

restricts the flow of vital day-to-dav 
information operate to the benefit of 
the agency and client? Isn't this an 
invitation for inaccurate availabilities 
and opening the door for prospective 
— "maybe this high-rated spot will be 
available when you buy" — presenta- 
tions? In a media that moves as fast 
as spot tv, a method of speeding up 
the buying process would be of more 

value than one that slows it down 
Let me take one point to illustrat 
my case: The D. P. Brother agenc: 
of Detroit has instituted a systen 
whereby, after the availabilities havl 
been received, the timebuyer goes ir( 
to seclusion, completely out of contao 
with the representatives for a weet 
During that time he makes his buyirul 
decisions and has them transmitta 

■ n the 12 September issue of SPON- 
SOR, back-to-back articles described 
new systems instituted by two sepa- 
rate advertising agencies in an effort 
to "streamline media-agency relation- 
ships." The Stories were, "New Relief 
for Old Time Squeeze." which de- 
scribed the method employed by Fitz- 
gerald Advertising. New Orleans, and 
"Don't Call Us— We'll Call You," 
which presented D. P. Brother's closed 
door buying policy in Detroit. Being 
a firm believer in vocal and visual 
station representation. I would like to 
take issue with these practices. 

Many of the reasons set forth fa- 
voring a locked-up system of buying 
are undoubtedly valid. There is no 
question in my mind but that, partic- 
ularly during the heavy buying sea- 
sons, media buyers are hard pressed 
for time. 

They certainly do not have time to 
see media representatives who have 
nothing im]>ortant to say. At the same 
time, when buying is hot and heavy, 
a media representative that does not 
have a concrete, valid proposal to 
make is wasting his time, too. 

Since television and radio are such 
dynamic media, can a system that 


Chart below shows rate at which prime 20-second availabilities are sold on 
CBS Television Spot Sales station. Ratings shown are the average for a ye 




8 8 





































































































Total Available: 


to the representative via his secretary. 
I suggest that this methodologv pre- 
sents at least two basic problems: 
First, when the representative is asked 
for availabilities he is faced with the 
problem of presenting a schedule that, 
he hopes, ivill be available next week. 
Perhaps there is a choice spot, cur- 
erently sponsored, with an expiration 
date that would, if the client cancels, 
'add greatly to the schedule he has to 
offer. At that moment he does not 
f know whether the advertiser will re- 
new his schedule or not. 
I Does he include it in his list of 
availabilities? If he doesn't, he may 
not be considered. If he does, it may 
,not be available. Or, if he is a little 
unscrupulous, he can list spots that he 
t.knous will not be available. When 
■ivou order next week he'll express 
igreat regret that that choice spot is 
ino longer available — "however, I 
&have one that's almost as good, etc." 
- The second problem, and more pre- 
valent, is the fact that availabilities 
•do disappear fast on a station in de- 
mand. The box shows a list of prime 
time station breaks that were avail- 
able on one of the stations repre- 
sented by CBS Television Spot Sales. 
Average ratings for a one year peri- 
od are also shown. (Ed. note: See 
L'hart. page 40.) 

As you can see, if our salesmen 
offered a list of availabilities on 25 
July and the buyer sat in seclusion 
until 1 August, and then placed his 
order — he'd be out of luck. He would 
now have to re-evaluate the availabili- 
ties of the other stations in the mar- 
<et to see if they were as good as, or 
setter than, what was now available 
">n our station. And, of course, the 
ivailabilities on the other stations 
vould have changed in the interim, 
oo. It looks to me like he's right 
>ack to where he was a week ago. 

New techniques for efficiency will 
ilways be developed. Time and costs 
;nust be saved wherever possible, but 
f the streamlined procedures cause 
m agency to miss outstanding oppor- 
tunities which develop at the last 
jninute, the client suffers. I am all in 
javor of any new technique that will 
nake the job of selling and buying 
jasier and more efficient, but if I can 
;ast only one vote, it has to be for 
\*tra effort! + 
















FOUR-STAR PANEL of editors (l-r 
tian Science Monitor,' David Briclcma 
land, 'Boston Record' go to bat on 

, George Minot, 'Boston Hera 
, 'Medford Mercury,' 'Malder 
local, national issues on Sta 

J,' Erwin D. Canham, 'Chris- 
News,' and C. Edward Hol- 
Marlcets-sponsored tv show 



'NSOR • 17 OCTOBER 1960 

In the past decade a Boston food 
chain has been setting a strong prece- 
dent for local tv advertisers. 

Back in 1950, the chain— Star Mar- 
kets — which at that time owned five 
stores in suburban Boston, decided to 
take its first plunge into tv. Its pro- 
gram choice: Starring the Editors, a 
then new public service-type news 
panel show 7 scheduled on WBZ-TV 
during the "intellectual ghetto" Sun- 
day 5-5 :30 p.m. slot. Sound like a poor 
choice? Perhaps, but contrary to 
what might have been expected Star 
Markets sales have since zoomed from 
$12 million to some $70 million, and 
this largely due to tv. 

If a detailed account were drawn 
up, the whys and hows of Star Mar- 
ket's success with this type program, 
it would read like this: 

Once Star Markets was sold on try- 
ing tv. it convinced a number of its 
food suppliers to join the campaign 
with co-op funds. Choice of program 
was based on cost and purpose of 
campaign: It was felt Starring the 
Editors offered low cost local televi- 
sion ($2,000 weekly) with built-in 
prestige value. Featuring four dis- 
tinguished news editor panelists — Er- 
win D. Canham. editor, Christian Sci- 
ence Monitor and president of the 
U. S. Chamber of Commerce; George 
Minot. managing editor. Boston Her- 
ald; C. Edward Holland, assistant 
managing editor, Boston Record; and 

David Brickman, publisher and edi- 
tor, Medford Mercury and Maiden 
News — the show concerns itself with 
an analytical appraisal of vital local, 
national and international events. 

Commercials include an opening 
and closing 10-second, one 40-second 
and a 40-second for each co-op 

An interesting side-effect of the 
public service tv venture, in addition 
to Star Markets' sales and store 
growth fit started with five outlets in 
suburban Boston, today boasts 19, 12 
in Massachusetts. 7 in Rhode Island) 
is the boost it's given to the chain's 
suppliers. Typical examples include 
William Underwood, canned meats, 
which showed a 57% increase in four 
weeks) ; American Home Foods — 
132$ in three weeks; Victor Coffee 
— 35% in 10 weeks. And all of these 
suppliers report the Sunday program 
has stepped up product sales not only 
in Star Markets, but in stores over 
a 100-mile Greater Boston area. 

Summing up the value of a public 
service tv program for retailers. Star 
Markets' vice president Harry Sand- 
ler says, "We have found a successful 
formula for low cost local market 
television and have been proving it 
for 10 years. We recommend the 
formula to other groups who believe 
as we do . . . that the greatest secret 
for doing business in a communitv is 
to associate closely with it ..." ^ 




Sell Western Montana 
At $1 per 1,000 TV Homes 

• 9 OUT OF EVERY 10 TV HOMES view only 
KMSO-TV in Far-Western Montana. Cap- 
tive Audience in 90% of the area. 

• 7 CITIES ENJOY KMSO-TV's Best Lineup 
of CBS, NBC, & ABC programs in Mon- 
tana. Missoula. Butte, Anaconda, Helena, 
Hamilton Deer Lodge, and Kalispell. 

60,300 TV HOMES 


When it comes to reaching the enor- 
mous Negro Community of greater New 
York, time buyers sum up their strat- 
egy in three little words: "LIB IT UP" 
The reasons are simple. Whether you 
sell a LIBation or appeal to the LIBido 
only WLIB can do- 
the effective job. (v| 



[Continued from page 29) 
shows 35 seconds early, were an- 
swered as one by CBS: "CBS Tele- 
vision already provides specific places 
in its daytime schedule where affili- 
ates may schedule one-minute an- 
nouncements, by the device of elimi- 
nating 30-second breaks in the middle 
of a half-hour program and adding 
them at the end of the show." 

Explaining its policy on Point 
Three, NBC noted that "affiliates 
currently have an average of 40 
one-minute availabilities per week be- 
tween and adjacent to daytime net- 
work programs for local sale. In ad- 
dition, a substantial number of 30- 
second station breaks are available 
within programs. 

"It is our information from major 
market affiliates," continued the NBC 
spokesman, "that a substantial poten- 
tial in 10 and 20-second spot sales 
exists and such stations therefore de- 
sire the retention of the 30-second . 
mid-program breaks." 

(ABC allows 60 seconds between 
nearly all daytime programs.) 

NBC's comment on Point Four: "It 
should be noted that ABC provides a 
significantlv lesser number of mid- 
program breaks which are highly 
salable in major markets." 

To Point Five, suggesting mid-pro- 
gram breaks or 40 seconds on either 
end, CBS pointed out that "when a 
full hour show is sold to two half- 
hour sponsors, a break is provided. 
A single sponsor buying a full hour 
show is entitled to an hour uninter- 
rupted by local commercials." 

NBC gives a complete explanation 
with its stand: "The genesis of the 
station break is the FCC rule requir- 
ing that each television station iden- 
tify its call letters a minimum of once 
per hour. As network operations de- 
veloped, this identification which 
need be audio only, expanded to 30 
seconds in order to permit time for 
local sale as well as identification. 

"The networks went a step further," 
declared the NBC source, "by estab- 
lishing a practice of station breaks 
between all programs creating further 
local availabilities. Several seasons 
ago. programs were predominantly a 
half-hour in length, establishing a cer- 
tain volume of station break avail- 
abilities on which stations could base 
operating budgets and sales efforts. 

"As the pattern changed to a larger 

number of one-hour programs, NBC 
recognized the need to maintain sub- 
stantially the same volume of local 
sales opportunities and therefore pro- 
vided mid-program station breaks 
within one-hour programs where they 
were multi-sponsored. 

"It is our firm position that there 
should be no other advertising which 
interrupts a one-hour program spon- 
sored and paid for by a single adver- 
tiser; nor do we believe it is proper 
to ask such advertisers to relinquish 
additional time from their 60 spon- 
sored minutes to permit additional 
local advertising at the conclusion of 
their program." 

On the Sixth Point, calling for two 
20's between nighttime programs NBC 
stated flatly that "we do not believe 
that additional time should be taken 
away from the network advertiser 
who supports the medium in order to 
permit 40 seconds of local sale avail- 
ability between programs. 

"Network programing is the foun- 
dation of the television industry. It 
is supported by network sponsors and 
it is improper to suggest that the 
effectiveness of their advertising be 
even in the slightest reduced bv a 
reduction in their program time, no 
matter how small, or that additional 
product or service messages be intro- 
duced adjacent to their programing 
which vie for the viewer's remem- 
brance in conflict with the impression 
that the network advertiser is seeking 
to make." 

CBS, concurring, merely declared: 
"Absolutely, no!" 

On the final point, which calls for 
local sale of unsold minutes on a 
recapturable basis. CBS asserted that 
"we do (permit this) from time to 
time when feasible, where we have the 
right insofar as our agreements with 
the packager and sponsor are con- 

NBC explained that "prior to the 
fourth quarter of 1960, NBC made 
available to its affiliates unsold min- 
ute positions in network daytime 
shows. This availability was elimi- 
nated at the suggestion of the affili- 
ates' board of delegates, since the 
board felt that such stations did not 
desire to be burdened with a co-op 
fee which it was necessary for the net- 
work to charge in order to recover its 
network program costs. 

"Currently," NBC explained, 
(Please turn to page 44) 


Jefferson Standard Broadcasting Company 



of facilities 

Varied, creative programming demands 
full, flexible facilities. The influence 
of WBT's superior facilities in producing 
a plus of audience is indirect but 
indispensable to advertisers. 

wbt adds up! 



ONSOR • 17 OCTOBER 1960 

The figure-filberts at the census bureau say that after ten years 

of grinding by those monster machines they keep on the leash up in 

Washington, the golden answer has poured forth: 

Columbia, South Carolina, is the 

state's biggest metropolitan area 

Don't take my word for it, old nose-counter. Ask Lemuel K. Crasswinder, 

assistant bureau chief in charge of hobbles for wandering IBM 

machines. He'll tell you Columbia's up 257,961 people, an 

increase of 38.1%, and that this makes Columbia also the 

second biggest metropolitan area 

in both the Carolinas, as well 

second only to Charlotte, with 270,951. Well, as old Wade Hampton used 

to say, people is power- buying power, I say, nearly a billion and a 

half dollars in disposable income, all reached by that 1,526-foot 

tower-close to the whole state for one easy buy. That's WIS-TV: 

the major selling force of South Carolina 




a station of 

WIS-TV. Channel 10. Columbia, S. C. 
WSFA-TV. Channel 12, Montgomery, Ala. 
WIS, 560. Columbia, S. C. 


(Continued from page 42) 
make available a minimum of four 
minutes per week within prime eve- 
ning time programs for local sale for 
which a modest co-op fee is charged 
to help defray the network's invest- 
ment in programing." 

(ABC allows its stations to sell all 
minutes on a two-week recapturable 

The reactions of station men not 
involved in the drafting of the plan 
were practically unanimously favor- 
able. The only disagreement heard 
by sponsor was that the proposal did 
not go far enough. As one sales man- 
ager put it. "Why are we asking for 
40 seconds? That has to come in time 
anyway. We need 60 already, because 
advertisers want minutes. My major 
concern now is the network is selling 
its minutes against my minutes." 

"In my opinion," a West Coast 
general manager stated, "revisions 
should be made by allotment of more 
time on the station break, with a firm 
stipulation only two spots would be 
used on the chain break; and do away 
etirely with product protection." 

Another point, the question of place- 
ment of commercials and credits with- 
in network programs, was brought up 
by the sales manager of a leading sta- ] 
tion group. His suggestion: "Net- 
works should be requested to re- 
evaluate the number and placement 
of opening and closing commercials, 
cross-plugs, hitchhikes, credits, and 
promotional announcements within 
network programs with a view to en- 
hancing the effectiveness of such ad- 
vertising and relieving stations of 
much misdirected public criticism 
due to multiple messages. 

"Network advertiser practices," he 
contended, "are equally responsible! 
with stations for such reaction — since I 
the over-all effect on the viewer isU 

Another Midwest affiliate operator I 
stated, "My station has informed thel 
network that it is our intent, but notl 
our obligation, to guarantee productl 
exclusivity with regard to network™ 

"Let the advertiser fight it out with 
the network." said one station sales 
manager. "We must tell the network, 
'Gentlemen, if you're going to sell this 
way, I cannot protect everything. I 
refuse to give up the right to makej 
money.' " ^1 


fts a habit- 

watching EM J-TY ^ feesno 


There's only one way to build the kind of viewer loyalty 
KMJ-TV has — and that's with quality programming. Program- 
ming which presents a pleasing balance of top network shows. 
excellent local productions, the best film library including MGM 
releases and leading syndicated shows. For every program cate- 
gory, Fresno area viewers tune to KMJ-TV first and leave their 
dials set longest. 






first TV station in 

the Billion-Dollar 


of the Beet 

5 ONSOR • 17 OCTOBER 1960 


Capsule case histories of successful 
local and regional radio i 



SPONSOR: Suburban Propane Gas Sen ice AGENCY: Direct 

Capsule case history: Suburban Gas Service, one of North 
Carolina's leading gas distributors, offered free installation 
of their bottled gas on a special, short-term saturation sched- 
ule on WWNC. Five spots a day were aired six days a week 
for four weeks. This was the kick-off of the gas service's 
spring campaign. So successful was the promotion that the 
schedule Avas extended two more weeks, and then one more 
week. In a letter to WWNC, Wayne B. Norman, district 
manager of Suburban Propane Gas Service, said: "As I 
previously told you regarding the success that we had in our 
spring campaign over WWNC, we have used other media in 
numerous markets, but at no time have we been able to pin- 
point the direct sales from these as we have from the spring 
schedule on your station. I am happy to say that we have 
again selected WWNC for our fall campaign." The autumn 
approach also will be four weeks in length. WWNC receives 
the bulk of the gas company's advertising budget for fall. 
WWNC, Asheville Announcements 


SPONSOR: Healy Homes Dutch 

Capsule case history: Louis Crandall & Associates, advertis- 
ing agency of Phoenix, placed a schedule for its client Healy 
Homes Dutch Village on KRIZ. Its effectiveness was so out- 
standing that the agency was able to prove to the client 
beyond any doubt the advisability of concentrating the budg- 
et on KRIZ. Last Memorial Day weekend, Crandall bought 
58 announcements on the station for Dutch Village 812,900 
homes. No other advertising was used. The campaign paid 
off for the Dutch Village with results the real estate firm had 
not previously received from other advertising. Comparing 
it to the results it received the weekend before when almost 
a quarter-page ad was run in the daily newspaper, the KRIZ 
advertising produced twice as much traffic. But most im- 
portant of all, it brought the caliber of people who had the 
money to invest and were not just window shopping. As 
a result, the Dutch Village became a regular KRIZ adver- 
tiser, using basically the same heavy weekend schedule. 
KRIZ, Phoenix Announcements 



SPONSOR: Sears, Roebuck & Co. AGENCY: Direct 

Capsule case history: Sears, Roebuck & Co. had a two-day 
warehouse sale at its warehouse in Watertown, New York- 
Highlight of the Monday-Tuesday sale was "Crazy Night. 1 
which the store promoted in all Watertown media: WWltl 
radio, newspaper, and television. Because the special sale wag 
held on a weeknight and since it took place at the ware- 
house, all traffic attracted to the outlet had to be a result ol 
the advertising schedule. To determine which media was 
most effective for future campaigns. Sears' manager con) 
ducted a survey of the customers. Of all three media, rad: 
scored the best. WWNY, the only radio station used, pra 
duced 31% of all the traffic, even though it received on! 
20% of the total campaign budget. Newspaper, which n 
ceived 60% of the total budget, was not able to turn oi 
an equal percentage of customers. Sears reported that ' ; 
was obvious that WWNY delivers a higher return for dollar) 
invested than any other medium that we've used hen 
WWNY, Watertown, N. Y. 


SPONSOR: Coyer Motor Co. 


AGENCY: Dire. 

Capsule case history: The Coyer Motor Co. of Scrantcj 
recently renewed its schedule on WGBI for its 26th conseej 
tive year. Cover's radio advertising started back in the dai 
of the first loud speaker. For more than 23 years, it 
sponsored The Coyer Show, a half-hour Sunday aftern 
musical program conceived by WGBI. which has beco: 
synonymous throughout the area with Chrysler producl 
During this period the advertiser has tried all of the othl 
advertising media and has carefully checked results. It h 
found that WGBI has been the most productive through 
years. Nick Coyer, its president, considers WGBI an integi 
part of his advertising, and feels that the station has been 
kev factor in the tremendous growth of his agency in 
departments, new cars, used cars, and the service divisic 
The Cover agencv attracts customers not only from Scranlc 
but from the entire northeastern Pennsylvania area, throu 
a reputation that WGBI helped to establish over the ye< 
WGBI, Scranton Proci 


"When you first turn on the radio, 
what station do you tune to?"* 

"Pulse Special Survey, Washington 5 County Metro Area, May 31-June 15, 1960 

WWDC FIRST. Greater Washington, D.C. radio listeners tune us 
first in preference over the 16 other stations in the market. 
Let us help transfer this instinctive preference to your product. 


Radio Washington 

For full details on radio leadership, write WWDC or ask your Blair man for a copy of WWDC's new "Profile of Preference." 

And in growing Jacksonville, Fla. - it's WWDC-owned WMBR 

•ONSOR • 17 OCTOBER 1960 

As children'slprograming is enlarged, SPONSOR ASKS: 

What are the latest trends in 

local live tv kid 

William D. Pabst, general manager, 
KTVU, San Francisco-Oakland 

In the San Francisco Bay Area, 
children's programs are evolving into 
more personality-type shows, depend- 
ing less and less upon cartoons. 

At KTVU in particular we are in- 
creasing our children's programing 
in the coming weeks with two more 
personality-type shows. One, utiliz- 


More person- 
ality type 
shotis taking 
hold, depend- 
ing less on 

ing marionettes, teaches youngsters 
humane education through entertain- 
ing stories. 

The other, a juvenile talent show, 
will offer contestants $1,000 in schol- 
arship funds for higher education. 

KTVU's practice has been to build 
a strong local personality — not just 
a human splice between films — who 
not only sells the products but enter- 
tains and informs as well. 

Parents are becoming more and 
more selective in viewing for their 
offspring. While many still use tv as 
an electronic baby sitter, more and 
more are becoming aware of the role 
television plays in the leisure hours 
of the youngster. We have found 
that by adding informational ele- 
ments to pure entertainment shows — 
good health tips, library book re- 
views, current events — we build pa- 
rental support for Channel 2 pro- 
grams. And the mail from parents 
proves the children do learn, despite 
the fact that we don't label the proc- 
ess "educational television." 

KTVU has been cited for its infor- 
mational children's programing l>\ 
such varied organizations as the 
I nited States Air Force, local health 
agencies, and youth activity groups. 
Carrying out the belief that children 
can be "doers" as well as viewers, 
K I \ 1 organizes and sponsors little 

league baseball units and boys' 
marching teams. Creative games and 
projects, we find, get more child view- 
er response than do purely "give 
away" gimmicks. In a recent KTVU 
creative arts contest, more than 8,000 
youthful enthusiasts submitted draw- 
ings, sculptures, collages, mosaics and 
craft items. Many were suitable for 
continued display. 

KTVU programs its share of filmed 
half-hour children's shows, includ- 
ing the outstanding Huckleberry 
Hound and Quick Draw McGraw 
series, but feels that local personali- 
ties who know the needs of youth and 
like children as people can carry pro- 
graming one step further and bring 
forth participation as well as enter- 

Thomas S. Bretherton, executive 

vice president & general manager, 
WTOL-TV, Toledo 

The most significant trend in local 
live kids programing is the movement 
away from it. As we see it the con- 
cept of the "live" wrap-up rather than 
the complete "live" format is the cur- 
rent direction. The trend is nothing 
new, of course, but these supplemen- 
tary "live" personalities are being 
merchandised in ways which are 
reaping rewards for those stations 
and sponsors interested in reaching 
young television audience. 

Particularly, in the first few months 
of his development, the success of a 
children's personality hosting a half- 

hour film presentation is especially 
interrelated with the strength of his 
program material. It follows that 
management must provide the high- 
est quality and strongest film offer- 
ings available. With this spadework 

accomplished it's possible to build a 
personality so strong and so accept- 
able that his association with new 
program material in the future will 
achieve almost immediate acceptance 
for them. He must be good at the 
start but let's call his special long- 
term appeal "accrued popularity." 

Also, and very important, is the 
fact that the live personality can be- 
come a force for good by virtue of 
his popularity. There should be 
enough time in his "live" segment 
for discussion of traffic safety, health 
habits, study habits — topics which 
make the television personality and 
his program an asset in the develop- 
ment of his young viewer. 

The specific live personality should 
be used to take an active on-the-air 
interest in many community projects. 
WTOL-TV, for instance, co-sponsored 
the Toledo Soap Box Derby this past 
year. Registrations were moving slow- 
ly until we gave the on-the-air recruit- 
ing job to Mr. T., host for our Mon- 
day through Friday children's pro- 
graming. The day after his first an- 
nouncement the youngsters began to 
flock to the registration booths. Mr. 
T was the chairman of our Huckle- 
berry Hound for President Rally at 
the Toledo Zoo which drew 45,000 
people; he supports community proj- 
ects the year-round — building a very 
favorable image for the station and 
participating sponsors while doing a 
remarkable job of selling merchan- 

The movement away for full-time 
"live" program structure in this par- 
ticular children's area does not bv 
any means presage the decline of lo- 
cal program facilities and local pro- 
gram fare. Rather, it reflects the ex- 
cellent quality of the offerings which 
syndicators and sponsors are bring- 
ing into local markets today. 

Robert M. Joyce, program director, I 

WMTW-TV, Portland, Maine, Mt. Wash-l 

ington, N. H. 

An important trend in children's I 

shows, from our viewpoint at I 




L WMTW-TV, Portland, is that a more 
mature attitude towards the produc- 
'tion, presentation and content of chil- 
dren's shows is slowly developing. 

It is developing mainly because the 
American children today are becom- 
ing more sophisticated from constant 
exposure to the world around them 
and if television is to stay abreast of 
this trend it must develop a more ma- 
ture approach to its future program- 
ming projects. 

J We have found at WMTW-TV that 
the children's shows today can no 
more talk down to its audience than 


more mature, 
m.c. on 
way out 

[t he adult programs can. The bug- 
j yed. "gee whiz" approach with its 
cliches — "did we all brush our teeth 
. oday" — "let's all look at our finger- 
lails" — we believe is on its way out. 
(The parents of the children certainly 
t lo not talk like this at home so why 
^hould the tv people use this sach- 
[lirine approach on their children's 

I If the children in the tv audiences 
ire given an intellectual challenge, 
10 matter what the age group, they 
vill respond enthusiasticallv. Here 
it WMTW-TV we have found the 
•hildren's audience to be the most 
.responsive audience we deal with, and 
ijf we develop programs that will help 
hhem develop mentally we will have 
Uchieved an important step in truly 
L restive television. And we also will 
liave been instrumental in develop- 
ing an audience of loyal and inter- 

sted youngsters. 
li We have become aware of an in- 
teresting reaction to one facet of pro- 
graming for children and it is one we 
j ;eel should be extremely important to 
| U broadcasters and sponsors of chil- 
< Please turn to page 64) 



( Continued from page 32 I 

directly to the store buyer rather than 
through a broker, thus avoiding a 
commissi <>n. 

And even if a manufac turer ships 
through brokers and wholesalers, 
some of them don't keep accurate. 
easy-to-analyze records even though 
the trend is in the direction of auto- 
mation so that a simple punch-card 
and push-button system delivers a 
card with the needed information. 

But e\en small companies — admen 
say — know basically if not exactly 
where the sales come from. They as 
well as their larger colleagues pay 
close attention to two factors: where 
the sales are now and where thev are 

Savs Heaston of Gardner: "The 
market list, as drawn by the market- 
ing people in cooperation with the 
plans board and the account group, is 
a balance of sales and potential. 

"Potential is determined from 
study of a variety of information 
sources — independent surveys or or- 
ganizations, media groups, govern- 
ment units, the client's records, those 
of his competition and of the indus- 

ti\ generally. This is where market- 
ing probably plays its biggest role. 
The compilation of this market list 
then gives direction for the media de- 

Media usually is consulted after the 
market list has been selected, with 
the media executive giving his ap- 
praisal as to revisions or additions. 
The agencymen point out that fre- 
quently station sales and management 
executives don't seem to grasp that 
compilation of the list is "not hap- 
hazard" and — as one put it — "We 
don't add Denver because we're real- 
ly in love with the town! It serves 
a marketing need . . . period." 

Admen charge that stations — in 
making these allegations — are taking 
a defensive tack, or using the subject 
of wholesale-retail distribution as a 
"talking point." Commented one v.p.: 
"Station men use this as a talking 
point and then go into a pitch. Broad- 
cast is more promotional than any- 
thing else, and sometimes a little bit 
careless about detail. What they want 
is the order, not the fact!" 

A- station people become more 
marketing-oriented, however, they 
comprehend the need for and proc- 
esses of finding such facts as in the 

chart on page 33. This is an extract 
of a costly report from one of the 
Top 10 New York agencies. The anal- 
ysis involves study of 66 basic cities 
receiving daytime network and night- 
time tv commercials on behalf of a 
food product. Its labrynthian detail 
is typical of an agency's market and 
media analysis. 

Each quarter, the advertising agen- 
cy compiles for each of these 66 cities! 
the following information: cases sold 
per 1.000 people in that market: the| 
ranking of cities (T, 2, 3. etc. i in 
terms of their total sales per capita; 
the number of households: the gross 
number of television impressions per 
home: the percent of sales based on 
the previous 12 months. These datai 
are then related to the total number 
of commercial impressions and thaj 

Thus from one season of the year 
to another this client can trace pre- 
cisely his case sales and total sales 
per capita in each of the markets in 
which he distributes. If Boston, for 
example, dropped from 31 to 20 the 
agency would take quick remedial 
action after analvzing the trouble. 
And if Raleigh rose from 17 to 461 
(Please turn to page 60 l 


puts your 




Sales begin long 
before sales are 
made, and WRGB 

IjIQl is there at 
the outset in the 
homes j f^ and on 
the minds of the 
people ®@0 who 
can translate your 
message into sales. 

Sales begin here, too, because 
more and more manufacturersj 
are discovering the test-market 
ability of this Northeastern New] 
York and Western New England! 
audience. The thousands of engi- 
neers, skilled workers, farmers 
and their families who live here) 
represent a wide cross section of] 
preferences and tastes. And, the 
metropolitan, suburban and rural 
nature of this market further 
gives you an excellent sampling 
of modern America's livin 
habits. But, what really mak< 
sales begin here is that WRGB is 
the number 1 voice and picture 
in this area. Let WRGB place 
your message where sales begi: 
Contact your NBC Spot Sal< 






17 OCTOBER I960! 

**xx imbibers 

These are the numbers that really 
it: advertisers who invest in the sales 
ability of a radio station. 

n the left is a list of advertisers using 

F RADIO when the new sound from 

Signal Hill started two years ago. On 

the right are the current accounts. 

T e think this growth is a result of our 

radio-to-be-listened-to policy . . . 

programming that delivers active 

listeners to our advertisers. 

Represented by 

[EdwardYPetry *|Co., Inc.) 

The Original Station Representative 









• A Great New Market! 

82% unduplicated audience on the 
only primary ABC station between 
Atlanta and the Gulf! 

• Top ABC Programs! 

Shows like Mavericlc, Cheyenne, The 
Real McCoys, Sunset Strip, Hong 
Kong, and The Untouchables. 

• The Best of NBC 

Programs like Wagon Train, The 
Price is Right, Huntley-Brinkley 
News and Perry Como . . . plus top 
syndicated programs. 




Ask about 

availabilities on 


Chattanooga, Tenn. 

The #1 night-time 


National and regional buys 
in work now or recently completed! 



Standard Brands Inc., New York: Campaign for Tender Leaf tea 
begins 31 October in about 25 markets. Two and five-week schedules 
are being bought: two's are for prime time I.D.'s, about 10 per week; 
five's are for fringe night minutes and 20's, some prime and day, 
about 10 per week. Buyer: Joan Ashley. Agency: J. Walter Thomp 
son Co., New York. 

Corning Class Works, Corning, N. Y.: Adding to the 53 markets 
currently running for Corning Ware, Electromatic skillet and percu 
lator. Prime and late night minute schedules start 31 October for six 
weeks, averaging six to 15 spots per week per market. Buyer: Arn« 
Ramberg. Agency: N. W. Ayer & Son, Inc., Philadelphia. 
Thomas J. Lipton, Inc., Hoboken, N. J.: Campaign on its soups 
starts 24 October in the top markets. Day and early evening minute; 
are set for 23 weeks. Lorraine Ruggiero buys at Young & Rubicam 
New York. Out of SSCB, New York, other day and early evening 
schedules start this month for seven weeks on regular Lipton's Tea 
Bob Anderson is the buyer. 

Andrew Jergens Co., Cincinnati: Schedules start 7 November foj 
three weeks for Jergens lotion. Day and night minutes and chai 
breaks in about 50 markets are being bought. Buyer: Bill Birkbeckj 
Agency : Cunningham & Walsh, New York. 
Pharma-Craft Co., New York: Coldene schedules begin this montll 
in about 25 markets. Night minute runs are placed through the coldj 
season, to March in some markets. Media director: Bill Murphy! 
Agency: Papert, Koenig, Lois, Inc., New York. 


General Foods Corp., Jello-0 Div., White Plains, N. Y.: Campaij 
for Jell-0 pudding and the pie filling starts 24 October. About 31 
markets get schedules of day chainbreaks, 15-20 per week per marked- 
Buyer: Polly Langbort. Agency: Young & Rubicam, New York. H| 
American Tobacco Co., New York: Buying one-week schedules in J 
the top markets for Pall Mall starting 14 November and 15 December. I 
Frequencies range around 50 per week per market, morning and if 
afternoon traffic minutes and weekend spots. Buyer: Fred SpruyterW 
burg. Agency : SSCB, New York. 

Grove Laboratories, Inc., St. Louis: Schedules for Minit-Rub begifl 
7 November in a number of major markets, 9 a.m. to 4 p.nw 
minutes are being used for five weeks. Buyer: Bob Widholm. Agency:! 
DCSS, New York. 

Glenbrook Laboratories, Div. of Sterling Drug, Inc., New York: I 
Campaign begins this month for Bayer Aspirin. Day minutes are! 
being scheduled for 10 weeks, moderate frequencies. Buyer: Ronald II 
Bobic. Agency: Dancer-Fitzgerald-Sample, New York. 


oovotna"Se^ .ioo 

Ottvet • han d> .during 

I ^^at recess'- ^ cra twe- 
\ v-rtA ^ v, e en c0 'H "Zoo- 

\ b0U f-- directed «* 



(EdwardYpetry iYco . Inc.) 




mm » 



-aridg itieater 


What's happening in U. S. Governm* 
that affects sponsors, agencies, statu 


The end of the headline-making House Commerce Legislative Oversight su 
committee was forecast in Miami hy chairman Oren Harris: In a tv interview 
\S PST-TV. the -tation whose license has been ordered revoked by the FCC folio 
ing subcommittee revelations. Harris buried the group. 

That this will likely he true, barring unexpected developments and regardless of the o 
come of the election, has been foreshadowed by notice given unofficially to staff members 
look for other jobs. Members of the staff, other than those needed for drawing up the fir 
report, have heard stories that their walking papers will come well before January. 

Leading off with the scandals revolving around Miami channel 10. now occupied by WPS 
the group went into other channels, into other markets, and into other tv and radio matte 
Pa\<>la-plugola and quiz show fixing were probably. the most sensational. 

If the subcommittee is actually killed, as now forecast, it will have set a record for ignori 
the purpose for which it was established. That, in case nobody remembers, was to look in 
the wmy administrative agencies interpret and carry out the laws under their jur 

The group still managed, through pressure of publicity on the FCC, to change the grou 
rule- f.. r broadcasting. The end of the regulatory changes is in fact still not in sight. 

The regular House Commerce Communications subcommittee will clean up the remaini 
-u< h a* the proposal to put networks under regulation and the proposal to make 
more difficult to buy and -.ell station-. 

So-called trafficking in station licenses is still very much a live question over at the FC 

Up f«.r consideration are such proposals as a minimum time the station must be he 
after a construction permit is iasued or a sale is approved, permitting other applican 
to appl\ when the -air i- ron-idercd. oi -rreening station performance much more clos< 
approval time. 

The Harris plans for next year remain as much of a mystery as ever. 

lb- has promised daytime-only radio stations to consider their plea for longer winl 
operating hours over the protests of the clear channel and regional stations. He has promis 
to go thoroughly into the question of whether networks should be regulated. He has ma 
many remarks which indicate he might like to reopen the question of subscription televisic 

Trouble with attempting to figure out what he will do lies in the fact that Harris has ma< 
many statements about future plans which haven't been fulfilled. Particularly in t 
field of legislation. 

A Montreal speech prepared by FCC chairman Frederick Ford, but read f> 
him in his absence by hi- spec ia l as-i-tant James Sheridan, indicates that if a broa 
caster editorializes he has a good chance of escaping FCC inquires into his total p« 

The indirect suggestion came as the Commission was continuing to add to the list of h« 
up license renewals on 4-3 votes. Ford said that fair editorialization could be considered go< 
evidence that broadcasters are consulting community leaders as the FCC has su 
gested that they do. 

Ford indicated he felt the time might be ripe to call in broadcasters for conferenc 
about rules on what constitutes fairness in this field. 

1 OCTOBER 1960 

17 OCTOBER I960 

Owrlght I960 



Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


The migration of NBC executives into CNP now amounts to a virtual stampede. 

Latest is James A. Jurist, whose appointment as CNP's business affairs director was 
anounced by Herbert Schlosser, CNP v.p. and general manager, himself another NBC veteran. I 

Jurist's appointment follows hard on the heels of Carl Lindemann's appointment to the 
CNP programs v.p. post, announced by Alfred Stern, CNP chairman. (See FILM-SCOPE, , 
10 October.) 

The persistent absence of CNP president Earl Rettig from any official role in making new 
appointments has led to continued speculation that NBC was considering his transfer to 
another post. 

Insiders were wondering further who a successor to Rettig might be, if and when one 
should ever be named by NBC. 

Meanwhile, CNP's competitors in syndication are baffled by NBC's wholesale measures 
in taking over its tv film subsidiary. 

It's been pointed out that the counterpart network syndication arms, CBS Films and ABC ! 
Films, had chieftains appointed at least from related activities in distribution or broadcast- i 
ing : Sam Cook Digges was manager of WCBS-TV, New York, and Henry Plitt was an AB-PT 
exhibition executive. 

However, CNP's top executives have been fiscal, legal, and administrative menj 
lately, without specific experience in film distribution, station operations, or agency-client pro- 


Hamm's Beer (Campbell-Mithun) will return to regional syndication via its 16 1 
market buy in the far west of Screen Gems' Tightrope re-runs. 

The deal was set through the syndicator in 14 markets and through stations that had 
already picked up the show in Los Angeles and San Francisco. Sale of Tightrope in syndica- 
tion now totals 48 markets. 

Brown and Williamson (Ted Bates) has already cleared 36 markets for Ziv-UA'g 
Case of the Dangerous Robin and adding more. 

The syndicator has kept pace in finding alternate week buyers in all markets so far, the 
last three being Burger Beer in Dayton, Central Hardware in St. Louis, and Old Milwaukee 
Beer in Grand Rapids. 

Series sales totals 173 markets. (For latest sales, see FILM WRAP-UP, page 74). 

Animated comedy shows for adults appear to be fairly successful in their rating! 
despite the mixed reactions of tv critics. 

ABC TV's The Flintstones, first original animated adult series for nighttime tv, earned a 
19.5 rating and 37.7% share in its premiere week, topping both its network competitors, 
according to Nielsen 24-market reports. 

The show is produced by Hanna-Barbera and distributed by Screen Gems, the same team 
which has now closed a third national spot deal with Kellogg (Burnett) for Yogi Bear, 
a new series developed out of animated characters in Huckleberry Hound. 

Yogi Bear will start for Kellogg on 130 stations in January in time periods no* 
being held by re-runs of Woody Woodpecker. 

17 OCTOBER I960! 

FILM-SCOPE continued 

The disappearance of the great number of small companies that used to inhabit 
film syndication is creating a new kind of pinch : a shortage of personnel reserves. 

Time was when an abundance of companies meant a testing ground where talented men for 
middle and lower-middle echelon jobs could prove themselves. 

Until recent seasons a department chief in syndication could always keep several names 
in the back of his head as men he'd like to hire away sooner or later. 

But the disappearance of many minor companies created a new job psychology: tenure 
replaced achievement as the goal for many tv film men when the number of possible em- 
ployers dropped drastically. 

Today it's a frequent complaint that the reserves of bright younger men have vanished 
and tv film managers must compromise more and more when they hire. 

What is a legitimate tax write-off period for a tv film re-run? 

Internal revenue agents working out of Los Angeles are actively seeking a reliable for- 
mula which could be logically applied to tv film series. 

The government's position is understood to be this: it's losing a lot of tax dollars which 
it feels it should be getting from tv film re-runs. 

The problem in a nutshell is that re-run performance is hard to predict: some shows never 
go into additional re-runs either in network or syndication beyond the usual 39-and-13 cycle, 
while others like Lone Ranger, have had 11 network runs, or like Gene Autry, have had 20 
syndication runs. 

Film owners like to write off shows quickly while their prices are still high and then to 
sell the whole package in a capital gains deal. 

There's nothing punative in the search for a new tax formula ; it's merely that the govern- 
ment feels it's losing millions each year under the present one. 

The suspense type of program is doing best of all general types of shows in 
increased audience in recent seasons, reports a Ziv-UA study. 

Suspense shows increased 10% in the first six months of 1960 over 1959, while 
other types such as comedy, drama, westerns and quizzes dropped from 2 to 13% each. 

The study was made public to help sales of Miami Undercover in syndication. 

Tape men are now at odds with themselves over what kind of selling image to 
attach to their services. 

The biggest enemy of the early companies in tape is the idea they themselves created : that 
tape was fast and cheap. 

Now these same older tape companies are trying to argue against this, maintaining that 
tape's real virtue is broadcast quality and production flexibility. 

At the same time new tape companies, like Henry R. Alexander's Video Tape Unlimited, 
Inc. of New York, have come into the picture with tape and mobile tape bus facilities 
and are selling the fastness and cheapness of tape as hard as they can. 

NTA Telestudios reports that its recent six-months' billings were 59% ahead of 
the previous semi-annual period. 

The video tape producer cited agency and advertiser acceptance of tape as the main fac- 
tors in the increase. 

It's now doing business through Ayer, Bates, BBDO, B&B, Burnett, Frank, Maxon, NC&K, 
OB&M, Sakel-Jackson, JWT, Carlo Vinti, and Y&R, plus others, and recent advertisers include 
Armstrong, Carter, DuPont, Gallo, GE, General Cigar, Heinz, Hudnut, Kellogg, Lambert, Les- 
toil, Lever, Miles, P&G, Reynolds Metals, Ruppert, and Speidel. 

• 17 October 1960 57 

A round-up of trade talk, 
trends and tips for admen 


17 OCTOBER I960 

Copyright I960 



McCann-Erickson has replaced Y&R as the No. 1 agency on ABC TV's books. 

What had made Y&R the network's top biller was the business it delivered at the beginning 
of Operation Daytime. Much of it is not there anymore. 

Wrigley Gum's switch of its business from CBS to NBC Radio recalls the per- 
sonal predilection of Phil Wrigley for certain types of programing. 

In the earlier days of the medium it was shows with a patriotic flair or that glorified the 
small community and the wide open spaces. 

His one exception : Myrt V Marge, the saga of a couple of lower caste show girls. 

Several agencies are showing a we-can-help-you interest in the meeting next 
week of the board of directors of the Pharmaceutical Manufacturers Assn. 

The ethical drug houses have been taking quite a beating from the price investigation of 
the Kefauver subcommittee and prime questions before the meeting will be: (1) what policies 
do we pursue on advertising; (2) what can be done about refurbishing the indus- 
try's image. 

The firms have cut back on their ad budgets and the line taken by the subcommittee has 
been construed by admen as basically an attack on advertising itself. 

Where tv may fit in : a series of public service programs which would serve as a vehicle 
for the drug people to tell their side of the story to the consumer. 

William Burke (Sheets) Miller came to NBC in June 1927 on a temporary 
assignment to publicize the network's coverage of the Lindbergh flight and he's still I 
in harness. 

Miller's job in recent years has been night executive officer at NBC, New York. 
In any event he's been around the network longer than anybody else, with perhaps the 
exception of a couple of engineers. 

(Look for a profile on Miller in an early issue of SPONSOR.) 

Chicago agencies are complaining about an irritating practice that they say I 
doesn't better relations between their timebuyers and reps. 

The nub of the plaint: spot of late has been rather slow on Michigan Avenue and repsjl 
in their haste to accelerate what business there is keep checking on the processing of the| 
contracts to the point where the buyers can't settle down to consummating the transac-i 

A growing tendency among the tv networks' flagship stations in New York 

To cut off the promos in the middle of a sentence to make sure that the subsequent! 
20-second commercial and I.D. come out on time. 

It's probably due to faulty timing by the promos' producers. 

You'll find a difference of opinion among admen on what constitutes a "hoi 

Some regard the word, "hot," as meaning an agency that's suddenly on the receiving endM 
of a lot of new accounts, while others are inclined to apply the term to an agency that's lately 
piled up a success record on mass-marketed products. 


By Any Yardstick 


Takes the Measure 





lONSOR • 17 OCTOBER 1960 



in the important 



■flail llmli E # 

j!/i\^lj. • . Lucky Channel 13 ... is the ONLY area TV 
station posting consistent and considerable day and nighttime 
audience gains. 

ARB, November '58 to March '60, WAST | 
NSI average ratings, April '59 
to March '60, 6 A.M. -6 P.M., WAST 

Saturday-Sunday 6 P.M.-Midnight WAST 

SELL Where People BUY 

coll iii >ii r **fcflK IlXi 


Leading^w Dallas agencies place. 

among top 4 stations in total market 
and in top 2 for quality market ! 


[Continued from page 50) 

they'd check into that, too, to learn] 
the secret of Raleigh's success. 

The big agency and advertiser sup- 
plement this quarterly information 
with spot-checks from Nielsen Food. 
Index or Drug Index and from other 
survey sources in an attempt to have 
an accurate, current profile of what iaj 
selling where. The smaller agency,] 
representing smaller national adver- 
tisers or those with more limited 
budgets, is not able to afford or mah> ( 
tain such an elaborate check on sales] 
or correlation of sales with advertis-i 
ing impressions and costs. 

Admen stress the need for these 
more subtle marketing strategies and) 
techniques. As one v.p. said: "I like] 
to hear any well-considered station) 
opinion, and if any station man can 
help me improve sales for my cli< 
I'm eternally grateful! What I 
object to is some station men shooti 
off their mouths about a subject tr 
know nothing about. 

"There are times when markets { 
omitted or dropped off a list. But if 
a station man or a rep or anyone elsi 
can give us sound reasons why the 
market should be added we give clo?fl 
attention. In some cases we've added 
markets, but this is usually whe«| 
market A had a slight edge over Mai 
ket B and then we received new infoi 
mation which tipped the scales to Bj 

"We're by no means infallih 
the factor we watch closest and thd 
one, I think, in which we have thd 
least possible margin of error is thai 
indicating where our sales are mada 
Stations are thus challenging agenda] 
and advertisers on their stronge^ 

Stations, however, still make tli 
strong point tvpified by this allegi 
tion from WWVA, Wheeling. Froi 
a presentation. "The Case of the Ne| 
lected Food Markets": "Sales of 6 
WWVA market supermarkets credite 
to Pittsburgh. The retail food sail 
of these supermarkets, including 
Kroger and many others, are credit' 
to Pittsburgh due to the fact that thj 
buying of these stores is done ii 
Pittsburgh. All of these food doll 
are credited to Pittsburgh despite thj 
fact that all of these supermark* 
are located outside the effective 
fluence of Pittsburgh advertising 


























<?. - «7> 

% •* 

tp ^ 

% ^ 

^. CP 

^ 1 






Possibly there is no program anywhere on the 
air about which the audience feels more deeply 
than this one. The Philharmonic, under Leonard 
Bernstein, is in its 31st consecutive year on 
CBS Radio. The 31st year in which listeners 
hear what many believe to be the world's great- 
est orchestra. In all radio the New York Phil- 
harmonic is the kind of company you keep . . . 


on CBS 



(Continued from page 35) 

woman's industry yet," Miss Barish 
told SPONSOR. "Both Grace and I 
worked hard for many years for our 
knowledge of the industry, and Ave 
realize that few women have had this 
opportunity ."" 

Reed does the initial screening 
of new executive employees. Gen- 
erally, both ladies found that men do 
not resent being interviewed, screened 
or decided upon by women, mainlv 
because "the company is headed by 
a man, and he makes the final de- 

When not in the heat of the actual 
selling season, Miss Sullivan and Miss 
Barish screen new material, discuss 
sales, agency, and station trends and 
plan new sales campaigns. And of 
course there are always follow-up 
calls to be made in N.Y. as well as 
other top markets. "The sale isn't 
always over after the contract is 
signed," Miss Barish said. "Stations 
like to feel that sales people are really 
interested in how their shows are 
going, and in what the station may be 
looking for in the future in the way 
or renewals or new programing." 
Miss Sullivan agreed. 

In addition to Official's five-minute 
shows, and hour-long Playboy's Pent- 
house, there are about 18 syndicated 
half hours in circulation. 

Official began co-producing and 
financing the shorter, newsy pro- 
grams because it found that many 
times stations kept the half hours on 
the shelf for lack of programing 
time. "We are now trying to produce 
things stations need and want. The 
shorts give them an extra program 
where time is tight," said Miss Barish. 

Miss Sullivan is a high-spirited 
young woman with definite views on 
the industry. "Although other com- 
panies seem to be having a bad year, 
we are in profit for the first six 
months of 1960," she told sponsor. 
"This is due mainly to our new en- 
tries in the five-minute field." Al- 
though Official doesn't have a monop- 
olv on short filler-type programs 
(there are about 14 in circulation) 
"we were the first with them and had 
to overcome a great deal of problems 
with stations, agencies etc," she said, 
"and we believe we've paved the way 
for other companies." 

Official was the syndication origi- 
nator of the five-minute format with 

Almanac and Greatest Headlines i 
the Century. They also have a ne' 
one-minute show Sportfolio, a 5-mii 
ute cartoon kiddy show called Am 
maland and a one-minute documej 
tary called Do You Remember. 

Here are some of Miss Sullivan 
comments on current industrv topic 
On post-'48's: "At first, I wished \ 
had some but they're so overly price> 
I don't know how well they'll sell 
individual markets." On new optic 
time ruling: "We're delighted. * 
though it hasn't affected our sales 
yet. it gives syndicators much mo 
of a chance." On programin; 
"We're bypassing new svndicati' 
half hours this year, it's a co?l 
business and the market is floodec 

Official is also looking forward 
an increase in foreign sales of tin 
short series. "For one thing, beil 
news-type programs, all that is g« 
erally required is voice-over," s^ 
Miss Sullivan. She also indical 
that Playboy s Penthouse is enjoyi 
great interest overseas, according 
Mrs. Douglass, who has been affilial 
with Official for 10 vears. 

In general Miss Sullivan and y\ 
Barish have no unique-to-women ?g 
experiences. It was a little differl 
in the beginning. Miss Barish 
calls a time in Toledo about I 
years ago when after concluding] 
station sale, she was driving her l 
and "sort of lookins the wrong wa 
She bumped into the car in frond 
hers and began to sob when e\c\ 
the over-S900 damages done to j 
own auto. The man in the hit J 
was coincidentally from the stall 
she had just visited. "To this <-',) 
whenever I hit Toledo, he savs. 
look here, the cry baby's bacldj 
town.' " 

When Miss Sullivan first sta 
out in selling, she "did thing? 
showing up at calls minus my fi 
but she managed to smooth out 
rough edges in a short time. SI 
still secretarv of Official Films 
has remained active in administr. 
affairs at the N.Y. office. 

Mis? Sullivan told SPONSOR f 
Reed is currently on the West ( 
negotiating for the co-productiol 
a half-hour film series, gearell 
network sale early next year. She| 
indicated that one national adv< 
is interested in negotiating buy -\\ 
of Penthouse on local marke^ 
program it in a network slot. 



{Continued from page 38) 
\ew Orleans, gives four two-hour tele- 
casts a year of its Television Little 
Theatre which uses local talent for 
scene design and construction, cos- 
uming, lighting, and acting. 
■i WREX-TV, Rockford, attracts 
i sponsors for its two annual broad- 
casts of graduation exercises at the 
•ity's two largest high schools. 
CRON-TV, San Francisco, had as 
iliost for its weekly half-hour series 
| Science in Action, Dr. Clark Kerr, 
chancellor of the University of Cali- 
fornia, assisted by faculty scientists, 
,,n demonstration of experiments and 
laboratory techniques. 

In the "Children and Youth" cate- 
gory of local public service tv pro- 
grams. WAFB, Baton Rouge, has 
participating sponsors for its Buck- 
skin Bill series which is built around 
: tories of the American West ; WWJ- 
j'TV Detroit's Quiz 'Em is a current 
i, lews and affairs quiz program with 
.earns from local high schools com- 
peting; Communism Looks at Youth 
oncerns Communist propaganda per- 
aining to the young people of the U. S. 
,nd has a panel of high school stu- 
dents on WPTA, Ft. Wayne; WMTV, 
j)maha, with Playground Champions 
[jresents a summer series in which 
Various champs of local playground 
ports meet in all-city finals ; Zoorama 
il! rom KFMB-TV, San Diego, is a 
'eekly broadcast from the San Diego 
'oological Gardens; Sports-o-rama 
n KNDO-TV, Yakima, has local 
-MCA and Little League representa- 
''ves giving instruction in baseball, 
['ado, boxing, swimming and other 

| Among the sponsored programs in 
le "Government and Politics" class, 
I'.QTV, Fort Dodge, staged its own 
. ersion of the Great Debate with 
(■:>cal candidates discussing opposite 
{ides of important community issues; 
! /SAZ-TV, Huntington, kept track on 
I; te area's senators and representa- 
tives in its Man in Washington 
juries; KAKE-TV, Wichita, was one 
) |f several stations to give intensive 
* cal and sponsored political cover- 
re with its three-hour Election 
arty specials. 
t | "Safety and Law Enforcement" had 
| 3 share of sponsored local public 
JM'rvice programing. Among others, 
I j'DUB-TV, Lubbock, ran a weekly 
yraffic Report of the Air; KFEQ- 
l|V, St. Joseph, had sponsors for its 

Big Jim and His Deputies, a safety 
program directed to children. 

"Farm and Conservation" programs 
with advertiser backing included 
Mid-South Today over WMCT, Mem- 
phis, which explained modern agri- 
cultural methods and equipment, 
Best in Hunting — Best in Fishing, 
over WTVW, Evansville, directed at 
sports enthusiasts and sponsored by 
a local sporting goods store; Cot- 
ton John's Farm and Home Show 
on KGNC-TV, Amarillo, which in- 
cluded school bands, choirs, soloists, 
and awards to young people's groups. 

Programs dealing with "Health and 
Social Problems" ranged from Di- 
vorce Court, KTTV, Los Angeles, and 
Youth Court, KTLA, Los Angeles, to 
To Live Tomorrow on WTIC-TV, 
Hartford, a half-hour, one-time docu- 
mentary about an open heart surgery 
case at the Hartford Hospital. 

The "Organization, Activities, and 
Services" classification of the TIO 
study disclosed sponsored programs 
such as Almanac on K ALB-TV, Alex- 
andria, La., a kind of many-sided 
community calendar, Today in Geor- 
gia, a local homemaker, news enter- 
tainment program on WSB-TV, At- 
lanta, Table Talk, KGBT-TV, Harlin- 
gen, Texas, a 25 minute Mon. through 
Fri. show featuring local celebrities, 
Revue Francaise over WMUR-TV, 
Manchester, N. H., for the French- 
speaking people of the area, and 
Military Log over WECT, Wilming- 
ton, N. C, which presented guests 
from many neighboring Army, Navy 
and Air Force bases. 

Other sections of the TIO study 
"Interaction" such as "Practical Arts 
and Skills," "General Adult Educa- 
tion'" and "Exploring New Program 
Areas," disclose equally interesting 
examples of local tv station creativ- 
ity, and appreciative advertising 

Two months ago in Washington, 
Chairman Frederick W. Ford empha- 
sized to SPONSOR what many both in- 
side and outside the industry do not 
realize — that the FCC considers that 
sponsored public service counts equal- 
ly with unsponsored in determining 
how well a station is living up to the 
"public interest, convenience and ne- 
cessity" provisions of its license. 
Chairman Ford, and SPONSOR both 
hope to see a continued growth in 
advertiser - backed public relations 
programing on both the network and 
local level. ^ 


Moore fun. That's just what happens every 
Monday-through-Friday when Garry and 
Durward Kirby blend their special brand 
of informality and wit. Millions of listeners 
find Garry Moore immediately and im- 
mensely likable. No wonder sponsors find 
any friend of Garry's is a friend of theirs! 
In all radio Garry Moore is the kind of 
company you keep 

on CBS 



[Continued from page 49) 
dren's shows a> well. That is the 
participation by children in projects 
initiated by the station. The partici- 
pation can be by mail, as studio 
guests or through special promotions. 
But active participation we have 
found, has done more to increase in- 
terest in our kid's shows than any 
other thing that we have done. 

We built a space ship in our 
WMTM-TV studio during the live 
segments of the children's show re- 
cently. Our chief engineer wrote a 

list of engineering specifications for 
the design of the ship and we asked 
the children to become "consulting 
engineers" for the project. The re- 
sponse was far more than we ever 
anticipated. The children wrote in 
and amazed the staff with the exam- 
ples of diligent research they had 
done at home. Their absorbent in- 
terest in the program was certainly 
displayed by the results they sent in 
and it was obvious that they had 
achieved a pride of accomplishment 
for their "consultant" work. 

Careful attention must be given to 

6 out of 10 

copies of SPONSOR 
go to advertisers 
and agencies 

The only publication edited 100% 
for buyers of radio and television 


Shortest distance between buyer and seller 

an understanding of this audience 
we're seeking. Tv is not only a me- 
dium of entertainment in the case of 
children's audiences. It is also an 
important educational tool which ex- 
erts a great and lasting influence on 
the viewers. If these factors are 
taken into consideration when pro- 
graming for the children, tv can be a 
delightful medium through which 
they can be invited to participate in 
the adult world. 

Wm, A. Riple, gen. mgr., Van Curler 
Broadcasting Corp., WAST, Albany, N. Y. 
On September 14th, 1959, WAST 
went on the air with a program called 
Breakfast With Mike. The show was 
on from 7 to 9 a.m. and starred 
a young man dressed in a cowboy 
costume with a setting in and around 
his ranch. Sunrise Ranch by name. 

The show, while film features are in- 
cluded, is basically a live show which 
capitalizes on being local. It was pin- 
pointed at the six to 14-year-old 
age group. The opposition two) 
stations carry the Today show on one| 
hand and Captain Kangaroo and| 
Romper Room on the other. 

In June of this year Ranger Mike\ 
left his ranch house and moved into- 
a modern setting. At that time li 
began wearing normal everyda 
clothes. There was no adverse effectj 
whatsoever because he moved to 
town to bring newer and more spe- 
cial features to the audience. 

The program has now become ac- 
cepted "family" entertainment in this 
area. While it is primarily a chil- 
dren's show there are enough features 
included to find general interest 
among both teenagers and adults. Foi 
example, from 9 to 8:15, "Mike" 
does a complete news, weather, 
and sports roundup. This is the m 
complete locally presented news 
the area during this general time pe-M 
riod. The news is presented witlT 
special emphasis on visuals. Mik« 
uses a large globe of the world ti 
show graphically just where new: 
events are taking place. 

(Please turn to page 66) 

SPONSOR • 17 OCTOBER 19<>(1 

Interview: /ucZ^ /z^^£*^£. % . 

Account Executive of Fletcher Richards, Calkins & Holden when 

asked why he selects WLW Radio-TV stations 

for U. S. Rubber Farm Boots: 

"Our WLW advertising enabled U. S. Rubber Farm Boots to open 
25 new dealerships in the WLW primary coverage area!" 

"And this WLW campaign sparked dealers 
into unprecedented enthusiasm and 

cooperation in promotional tie-ins!" 

"This first Radio attempt to sell these particular 

U. S. Rubber Farm Boots was so successful that we'll be back 

again and again on WLW with lots more advertising to boot!" 

Call your WLW Stations' Representative . . . you'll be glad you did! The dynamic WLW stations . . . 

Crosley Broadcasting Corporation, a division of Avco 


ONSOR • 17 OCTOBER 1960 

One of New York's 
most desirable locations 



Just steps from anywhere... 
now with 500 individually deco- 
rated rooms and suites — and 
completely air conditioned. 

17 E. 52 St. 

Your rendezvous for dining 
deliberately and well . . . 
open every day of the week 
for luncheon, cocktails, 
dinner, supper. 

PLAZA 3-5800 • TWX: NY M38 


i Continued from page 64 I 

A new innovation which we have 
just started is part of what may well 
be a trend, and that is the availability 
of children in the audience to actu- 
ally take part in the show if not on 
the show. Mike gives away a "Prize 
A Day." All the children have to do 
to win is send their name in. The 
postcard is placed with others, in a 
huge cylinder, which .Mike spins on 
the air and picks a dailv winner. 

At one time every children's show, 
going back to the Nila Mack "Let's 
Pretend" days, was all imagination. 
Today our children no longer dream 
of Buck Rogers type characters be- 
cause these characters are virtually 
real, or soon will be. Therefore, we 
have found that an honest, realistic 
approach is a sobd method of attrac- 
tion. We combine this with heavily 
emphasizing the local approach. 
Mike gives school closings during 
winter storms, talks about a heavy 
fog so the kids should "warn Dad to 
leave a little earlier for work." He 
discusses places in the area of inter- 
est, historical and otherwise which 
the children can actually visit or al- 
ready know. 

In other words we are following a 
trend that goes away from the fairy- 
tale world of complete imagination 
and into the world of realistic, enter- 
taining information. We attempt in 
every way possible to make the chil- 
dren feel as if they are a part of the 
show. We shoot local film of places 
and events that are either known to 
the children or that children have 
actually taken part in. We give them 
tips on how to improve their hand- 
writing and point out how important 
this is to their marks in school. Most 
important of all, we don't talk down 
to them. We talk simply, but we talk 

I feel with the tremendous increases 
in knowledge that now rub off on 
even the smallest of children that a 
definite trend, if it hasn't developed 
vet, soon will. That trend is to pro- 
vide intelligent entertainment on the 
children's own level, or even sligtly 
higher. Thev are no longer awed by 
such once imaginary spheres and 
outer space, this is now part of the 
world in which they live and grow. 
They are interested in learning about 
it in an entertaining manner which 
they can understand. ^ 


i Continued from page 33 t 

mention of the Soviet Premier by _ 
name, but the Russian-like gibberish I 
followed by an interpreter's "transla- 
tion" leave no doubt of who's sup- 
posed to be talking. 

"I have seen your factories, I have 
seen your cities, but you were afraid 
to show me two things. You did not 
show me Disneyland, and vou did not 
show me John's Bargain Stores." rum 
the speech. But. warns the vengeful 
foreigner's translated warning. "Give 
me five years and I will have Ivan's 
Bargain Stores all over my country." 

John's has one e.t. used strictly for, 
its frequent store openings. It centers 
around a carpenter, hammering away, 
trying to complete construction of the 
new store. Citizens keep bothering 
him to ask if the store is open yeL 
Finally, at hi? wit's end. he exclaims.] 
"Next guy that interrupts me 
gonna smack with the hammer!" Si 
enough, someone else does, and the| 
carpenter lets him have it. onl; 
discover that. "Oh my gosh. I hit the 
boss! Joe . . . Joe ... I didn't kni 
it was you! Joe . . . Joe . . . S] 
to me. Joe!" 

A 20-second jingle leads off m< 
of the commercials. Set to the tune oi 
'"Camptown Races." it runs: 

IT ho shops at John's Bargain 

You do: I do. 

Ladies, gents and kids get more 

At John's Bargain Store. 

Shop and save today 

The John's Bargain uay. 

Everybody shops John's Bargain 

Where your money buys you 

John's Bargain Stores, founded i 
1927. is run bv the Cohen familv^ 
which managed its rise with little 
the way of formal education. Har 
Cohen. Avho started the chain, is 
semi-retirement now. while most 
the executive responsibility is hand! 
bv his three sons and daughter. Bel 
Cohen is president of the corporatioij 
and in charge of real estate operi 
tions. David Cohen serves as t.j 
and treasurer, devoting much of 
efforts to promoting harmonious 
ployee relations. James Cohen is 
charge of buying. Stella Tobin 
merchandise expediter. A neph 
Marry Cohen, heads up merchandn 
in2 and advertising. 


decidedly Cleveland's #1* station 

A spot announcement 
on WHK is the only way 
she can get through 
to him now. For she's 
not the only one 
who's overboard. 
He is, too— overboard 
for Metropolitan's brand 
of news, service and 
showmanship which 
finds WHK swimming 
in listeners and 
advertisers. Is your 
product in competition- 
infested waters? S.O.S. 
Blair, or V. P. 85 
General Manager 
Jack Thayer. Just 
call EXpress 1-5000. 



A station 
of the 

Metropolitan Broadcasting 


•HOOPER 26.9% a.m.. 34.9% p.m., all day average 31 .1%. (Next station: 22.3%.) PULSE, 21.1% average total share of audiei 

n and out of home, Juti 



LOOKING BACKWARD are Mr. and Mrs. Flintstone making the rounds of Columbus, O. to 
promote new ABC TV show 'The Flintstones.' Mrs. (a professional model) and Mr. (local sta- 
tion prop boy) visited stores asking for such items as dinosaur steaks and whale oil 

Washington football team is Frosty Fowler (with net), KING, 

led official dog chaser for team's 
of all dogs — is briefly interrupted to pose 

games. His job — keeping 
ith school cheer leaders 


FTC's Earl Kintner warned ad- 
vertisers along with their agen- 
cies that hy ignoring the law they 
were "digging their own grave." 

Kintner said that most of the 
mounting complaints the commission's 
heen getting related to the food busi- 
ness whose annual sales came to 
$72 billion. 

He noted : "it was inequitable to hit 
a few people (with enforcement), 
leaving others to go merrily on their 
way ignoring the law." 

Eversharp Ine. and its agency, 
Compton, have agreed to an FTC 
consent order forbidding them to 
use deceptive pictorial demon- 
strations to sell Schick safety 
razors and blades. 

The order specifies the advertiser 
must stop: 

• Using demonstrations purporting 
to prove that the Schick razor is safer 

vertising Research Foundation, brought to- 
gether Frank Gromer (I), Foote, Cone & Beld- 1 
ing; NBC's Hugh Beville, v.p. planning-resea 


rise to poster offered by Kahn's meat products.! 
Here Dick Groat (r), Pitts. Pirates, KDKA'sl 
Rege Cordic (I), Kahn's Luther Harford chat| 
on station's nightly baseball broad 

17 OCTOBER 19601 

than other safety razors, in actual use. 
when such proof is not in fact given. 

• Disparaging competitive razors 
by untruthful statements or mislead- 
ing or deceptive methods. 

• Misrepresenting consequences 
that may result from the actual use 
of competitive razors. 

fop August Spots: ARB's August 
1960 report of best-liked TV commer- 
;ials reports Hamm's beer in front 
vith Johnson's Baby Powder and 
.-Mel's Beer second and third respec- 
! ively. Also in top positions were 
.uch newcomers or returnees as Raid 
;6th) U.S. Steel (9th) Ballantine 
,16th) and Stag Beer (also 16th). 

campaigns: Quaker City Choco- 

ate Co. (Adrian Bauer & Alan 
ripp) to promote Good & Plenty 
>ith extensive tv spots . . . Lite-Diet 
f.hite bread (Mogul Williams & Say- 
pr) 3-month drive using 162 radio 
Rations, 33 tv stations and 200 news- 

papers . . . John Oster Manufac- 
turing Co. ( Reiner Co. ) for house- 
wares line, using extensive radio and 
tv spot in over 50 markets . . . Elgin 
National Watch Co. (JWT) has 
bought participations in NBC-TV's 
Today and Jack Paar Shows in pre- 
holiday push. Also for Elgin on NBC 
will be hour-long Dave's Place spe- 
cial starring Garroway. 

Drug Sales Up: U.S. annual drug 
and proprietary story sales passed the 
87 billion mark in 1959 and gained 
Co' c in the first half of 1960 over 
the like period 1959. Source: Niel- 
sen's Review of Drug Store Trends. 


D'Arcy acquired Armstrong, Fen- 
ton & Vinson, San Diego agency. 

D'Arcy is now the only large na- 
tional agency with a branch in San 

Based in San Diego are D'Arcy's 
Convair (div. of General Dynamics 
Corp. ) account, recently moved from 
Lennen & Newell. The agency now 
has 11 offices. 

Agency appointments : Lever Bros, 
new liquid household cleanser, Re- 
ward to J. Walter Thompson . . . 
Braniff International Airways to Cun- 
ningham & Walsh . . . DCA Food 
Industries to Kastor, Hilton, Ches- 
ley, Clifford & Atherton for DCA 
ice cream division . . . Contessa Di 
Roma to Yardis Adv. . . . Habbersett 
Bros, food products to Mid Ameri- 
can . . . Sorensin Spratts (sardines) 
to Ben B. Bliss Co. . . . Mag Powr 
Games Inc. to Richard T. Clarke 
Co., San Francisco . . . White King 
Products to Donahue & Co., Los 
Angeles, for White King Jet Starch 
and White King Soft ; N Fluff . . . 
Rent-A-Car Services Corp. to Gour- 
fain-Loeff, Chicago . . . Pasquale's 
Foods Inc., to Perry-Brown Inc., 

SAN DIEGO RADIO COUNCIL seminar on Radio in 
the '60V join (l-r) Dwight Reed, H-R Reps; Ben Holmes, 
v.p. Petry; Robert Eastman, Robert E. Eastman, Inc.; 
Marion Harris, pres. KGB; Pete Goodwin, Sears, Roe- 
buck; Marion Benson, Phillips Ramsey; George Whitney, 
v.p.-gen. mgr. KFMB-AM-FM & TV; George Dietrich, 
western adv. mgr., SPONSOR; Jack Keiner, mgr. KFMB 

* >SIN' KAR was object of feminine affectioi 
Wrecent Las Vegas Community Fair, whei 
■.NO placed it in station's booth, d.j. Doi 
m son (I) urged visitors to kiss it. Follow 

^■jweelc, the car (a '54 Mercury) was woi 
I gal who guessed number of kisses on it, am 

'"■ — kisses and all— 


making lo 

I'NSOR • 17 OCTOBER 1960 

Name change: Revill J. Fox & Co.. 
Denver, has been changed to Fox & 

They were named v.p.'s: Clayton 
G. Going and Charles P. Murphy, 
BBDO . . . W. Watts Diggers, Danc- 
er-Fitzgerald-Sample . . . Perry 
Schofield, v. p. for creative service at 
Friend-Reiss Adv., New York . . . 
John Bocsel, A. C. Nielsen's Broad- 
cast Div. 

Anniversary party: Kudner cele- 
brated its 25th year with a dinner- 
dance in New York, with 300 em- 
ployees and their spouses attending. 

Admen on the move: Paul J. 
Greenfield from marketing director, 
Simoniz Co., to Edward H. Weiss, 
Chicago, as v.p. and Purex account 
supervisor . . . Samuel B. Vitt, from 
associate media director to media 
director, DCSS . . . John Wilson 
Berch from Transfilm-Caravel, to 
v.p. in charge of special services, com- 
munications, field. Robert C. Durham 
Associates . . . James C. Shelby 
from tv/radio director, Joseph Katz 
Co., to tv/radio account supervisor, 
Campbell-Ewald, Detroit . . . Harvey 
M. LaTerre from NBC to OBM, as 
media supervisor . . . Stanley Kohl- 
enberg, from account executive. L. 
W. Frohlich to account and market- 
ing executive, Smith/Greenland . . . 
Marian Crutcher from creative 
group supervisor. Grey, and Mary 
Hardin from Clinton E. Frank, to 
Compton Advertising, Chicago, as 
copy group heads . . . Maynard 
Greenberg from market research 
manager, Marplan, N.Y.C., to Camp- 
bell-Mithun. Minneapolis, as creative 
research supervisor. 


Coffee and tea companies spent 
more in tv in the first half of 
1960 than in any similar period 
previously and the bulk of it was 
in spot. 

The coffee and tea total in tv was 
$27.2 million from January-to-june, 
of which $21.0 million was spot, 
according to TvB-Rorabaugh. and 
£6.2 million was network, as reported 
by TvB/LNA-BAR. 

The domination of spot over net- 
work was paralleled by coffee's eclips- 


ing of tea. Total coffee spending was 
$21.8 million and tea accounted for 
$5.4 million. 

Leading coffee and tea spenders on 
tv were General Foods' Maxwell 
House, Sanka and Yuban, $9.3 
million; Standard Brands' Chase 
and Sanborn, $2.2 million; J. A. 
Folger, $2.1 million; Lever Bros.' 
Lipton, $2.0 million, and Standard 
Brands' Tenderleaf, $1.1 million. 

Programs: The first systematic at- 
tempt to provide information to sta- 
tions on what other broadcasters are 
doing to produce local public affairs 
shows has been summed up in Inter- 
action, a book published by the TIO. 
The work studies 1.038 programs pro- 
duced by 264 stations in 162 cities 
between January 1959 and June 1960. 
Topics covered in the book include 
community affairs, literature and the 
arts, schools and education, science 
and technology, children, government 
and politics, safety and law, farm, 
health, religion, and other subjects. 
Copies of the book are gratis in TIO's 
trade distribution and S3 to others 
from TIO. 666 Fifth Avenue. New 
York 19, N. Y. 

A helping hand: It's not all hard 
and cynical in the world of commer- 
cial television. One educational tele- 
vision station, WHYY-TV and FM, 
Philadelphia was devastated bv a fire 
recently. The following day NBC o&o 
WRCV-TV and AM donated facilities 
and Bell Telephone installed emer- 
gency microwave equipment from the 
NBC building to the WHYY trans- 
mitter. The WRCV-WHYY "mar- 
riage" began 5 October and was ex- 
pected to last two weeks. 

More on programs: This week 
WOR-TV, New York, begins regular 
color telecasting on its Million Dollar 
Movie. First attraction is Rodan, a 
Japanese science fiction import . . . 
A repeat telecast of a documentary on 
the naval carrier Enterprise was pro- 
vided by WVEC-TV, Norfolk-Hamp- 
ton, Va., at the request of Fifth Naval 
District officers. 

Next of kin: Credit WCAX-TV, 
Burlington, Vermont, and its regional 
news program. Newstime, with carry- 
ing out a century-old instruction for 
the property of a dead Civil War 
soldier. A New Testament found in 

the hands of a Vermont soldier was to 
be sent to his family, but it did not 
reach a descendant until last month 
when the story come out on News- 
time. Mrs. Clifford W. Hanson of 
Starksboro, a direct descendant of 
Sgt. Charles W. Ross, received the 
New Testament: she donated it to the 
Vermont Historical Society. 

Tune-in ads for tv spots: Helena 
Rubinstein purchased a 670-line in- 
sertion on the society page of The 
New York Times on 30 September to 
call attention to a Coverinse tv spot 
to be seen at 11 :15 p.m. that night 
on Channel 2. The tv spot Avas the 
first commercial seen on WCBS-TV 
that evening on The Late Show, which 
starts at 11:15. The headline of the 
ad read. "Tonight at 11:15, Chan- 
nel 2, Helena Rubinstein will change 
Barbara Kelly's hair from 'salt and | 
pepper' gray to brown with new Coloi 
Lift Coverinse." The station believes j 
the tune-in ad for a 60-second tv spot i 
is without precedent. The advertise- 
ment was prepared by Ogilvy, Ben- j 
son & Mather. The ad also con-| 
tained a reference to other telecasts of | 
the tv spot on WCBS-TV's Early 
Show and on WNEW-TV's Five Star! 

Ideas: WJZ-TV, Baltimore, dis- 
patches a hostess to board a transit! 
bus each morning to pay the fare ofl 
all riders and to inform them that! 
they are the guests of its Bandwagon|j 
Bus. The station uses transit advi 
tising on 50 buses throughout the citvj 
. . . WJRT, Flint, hired a Chinese 
laundrvman to do 20-second promoJ 
tions entirelv in Chinese for HonQ 
Kong, a new ABC TV series. 

Promos: WNDU-TV, South Bend] 
sent a float through the downtow 
part of the city on a moon rocki 
theme to call attention to the 196 
Studebaker Lark models . . . The Ore 
gon State Bar's first tv award 
presented went to KGW-TV, Port 
land, for its World Court in Actioi 
telecast . . . WSJS-TV, Winston 
Salem. N. C. salutes each of 13 citi 
in its telecast area weekly with pi 
motions including a barrage of to' 
parachutes . . . WTRF-TV, Wheel 
ing. W. Va., promoted new NBC V 
programs with floats entered in Wes 
Liberty State Teacher College Home 
coming Parade. 


WEBfBBmB*^^*^- pi IT WV7n.TV'e PAmilnritu 


June 6- 

uly 3, 1960 

Quarter Hours 

in Which Stations Deliver Most Homes 

No. of Quarter Hours 

Per Cent of Total 





Mon thru Fri. 

7:30 a.m.-Noon 
Noon-6 p.m. 
Sun. thru Sat. 

6 p.m. 9 p.m. 
9 p.m.-Sign off 










BUT... WKZO-TV's Popularity 

In Kalamazoo -Grand Rapids 
Will Be Music To Your Ears! 

The latest facts about Kalamazoo and Grand Rapids are 
that, according to Television Magazine, each is among the 
55 fastest-growing markets in population and households. 

WKZO-TV is your most effective selling medium in 
this important market — delivers far more viewers than 
any other station. (See NSI box.) 
Keep pace with the growth in Kalamazoo and Grand 
Rapids on WKZO-TV. And if you want all the rest of 
outstate Michigan worth having, add WWTV, Cadillac, to 
your WKZO-TV schedule! 

1 *i0 million people have paid a record $35 million to see the Rodgers and Hammerstein musical, "Oklahoma." 


100,000 WATTS • CHANNEL 3 • lOOO' TOWER 

Studios in Both Kalamazoo and Grand Rapids 

For Greater Western Michigan 

Avery-Knodel, Inc., Exclusive National Representatives 


Also about people: Donna Butler 

to KT\ I . ><in I rancisco-Oakland, as 
assistant audience promotion director 
. . . .Michael James is new assistant 
to the sales promotion director there 
. . . Glenn \\ . Maehl promoted 
to local sales manager of the station 
. . . Thomas B. Shull, director of 
film operations, Storer Broadca>tiim. 
elected chairman of the U.S. Broad- 
casters Committee oil World Affairs. 


Almost two-thirds of all radio sta- 
tions broadcast editorials, but 
only one out of eight do so with 
any regularity. 

The latest NAB survey discovered 
that 61.8 per cent of all radio stations 
air editorials, but onlv 12.2 editorial- 
ize regularlv while 49.6 per cent edi- 
torialize occasionally. 

The same NAB study, the third 
part of a general radio news survey, 
came up with these other discoveries: 

• Editorializing is on the in- 
crease, but only top management or 
news chiefs perform the function. 

• Regular editorializers usually 
broadcast an opinion on only one 
day, while occasional editorializers 
generally repeat each editorial. 

• Most stations look for the op- 
posite viewpoint as well : 80 per cent 
try to find it actively. 15 per cent offer 
time if it is sought, and only one 
per cent don't seek other viewpoints. 

The survey was conducted under 
Richard M. Allerton. NAB's re- 
search director. 

A Philadelphia station is the butt 
of self-styled humor in a cam- 
paign to sell men's clothes. 

Station WIP's audience games and 
contest are the take-off point for 
satires on lucky dollar bills, special 
days, and phone contests. 

Beneficiary of the humor is Krass 
Brothers clothes: campaign was cre- 
ated by Martin Master Agencv. 

The quality Radio Group met in 
New York last week for a clinic 
on sales and sales promotion. 

Speakers included Richard Jones, 
J. Walter Thompson media v. p.: 
Thomas B. Adams. Campbell-Ewald 
president; Ward L. Quail, v.p. and 
general manager of WGN, Chicago; 
Frank Gaither. general manager of 


W-ll. Atlanta: Gustav Brandborg, 
v.p. and general manager, KVOO, 
Tulsa; William ML McCormick, presi- 
dent. Yankee Network; Bob Cooper, 
general manager, WSM, Nashville: 
Harold Simpson, timebuyer. Wm. 
Esty; John K. Frazier, director of 
sales promotion and merchandising, 
Crosley Broadcasting: David E. Part- 
ridge, national advertising and sales 
promotion manager. Westinghouse 
Broadcasting, and Dr. Mark Munn. 
manager of research. WGN. Chicago. 
Those present at the first session 
included Lee Morris. WSB, Atlanta; 
Pete Kettler. Storer Broadcasting. 
Miami: William D. Wagner. WHO: 
Ralph Evans. WHO: Robert D. 
Harter, WHO; William Wiseman, 
WOW. Omaha; Paul B. Marion, 
WBT. Charlotte; Perry B. Bascom. 
Westinghouse Broadcasting: J. J. 
"Chick" Kellv, Storer Broadcasting. 
Miami: Harold B. Barre. WRYA. 
Richmond: John B. Tansey, WRYA: 
Edward H. Benedict, Triangle Sta- 
tions: Bill Tucker. KIRO, Seattle; 
Lionel Baxter, Storer Broadcasting. 
Miami : Bernie Neary. \^ GBS. Miami : 
Scott McLean. WLW: Charlie Gates, 
WGN. Chicago; John L. Yath. WWL: 
William E. Rine. Storer Broadcasting. 
Miami; Worth Kramer. WJR. De- 
troit; Maurice E. McMurrav. Storer 
Broadcasting. Miami, and Ott Devine. 

Affiliations: Sherwood R. Gordon 
good music stations in two cities will 
join the Mutual Radio Network on 
30 October. They are: KQBY. San 
Francisco, and KBL'Z. Phoenix. 

Incidentally, there is an application 
currentlv before the FCC for KQB\ 
to raise its power output from 10 kw 
to 50 kw. 

New York's Spanish audience: A 
study released by WWRL. New 
York, prepared by Audience Ana- 
lysts. Inc. of Bala-Cynwyd. Pa., out- 
lined the size and importance of New 
^ ork's Spanish-speaking radio audi- 

There are 1.028.000 Spanish- 
speaking people in New York and 
thev average 8.4 hours a day as 
radio listeners, more than twice as 
much as New York's overall 3.5 hours 
a day average. 

The average Spanish-speaking home 
has two radios and 21 per cent 
have three receivers. 

Although individual income is be- 
low average, family income is good 
since families are large, 4.3 persons 
on the average, 2 or more of whom 
are employed in 42.5 per cent of the 

Favorite listening reported in the 
survey was novels and stories, music, 
and news, and listeners asked for 
more of all three of those program 

Listeners tuned regularlv to 19 dif- 
ferent radio stations, but these had 
the greatest lovaltv as reported: 
WWRL. 84.9 per' cent: WHOM. 
76.3 per cent: WBNX. 29.0 per 
cent; WINS and WMGM. 14.3 per 
cent each, and WNEW. 11.6 per 

Kudos: KMHT. Marshall. Texas re- 
ceived a citizenship award from \ FW 
Post 3969. The award was presented 
by Reverend Ed Haffner to station 
manager H. A. Bridge. Jr. . . . Rep. 
Oren Harris i Democrat. Arkansas'. 
Chairman of the House Committee on 
Legislative Oversight will be the key- 
note speaker at the 9th annual na- 
tional countrv music festival pre- 
sented by WSM. Nashville on 4 and 
5 November. Harris, whose commit- 
tee placed the word "payola" in the 
national vocabulary, will appear at 
events sponsored by the station. Other 
events in the countrv music festival 
are sponsored by Dot Records. RCA 
Yictor. Warner Bros.. Columbia Rec- 
ords, and Capitol Records . . . Chuck 
Arnold, broadcast personality of 
WlSN, Milwaukee, received a special 
citation from the Disabled American 
Yeterans presented by national com- 
mander William Friblev . . . KMTY. 
Omaha, celebrates its 11th birthday. 

Negro news coverage : WOAK, At- 
lanta, has expanded its coverage of 
local and national Negro news. Local 
coverage is provided by Burke John- 
son. Paul E. Z. Brown, and Ned 
Ludens. In addition, a thousand 
church and special items are received 
and used each week. National and 
world news are provided by Interna- 
tional Negro News Service and UPI. 

WNAC. Boston, has revamped its 
program schedule throughout the 

There's greater emphasis on com- 
munity service, news in depth and 
music with a hi-fi sound. 



WeeReBeL says: 
climbing into the 

TOP "100" 


1293 ft. tower blankets Georgia's second 

largest market*! More than twice the height 
of former tower! 


Total Grade "B" Audience increase of over 
72%. Now more than 193,000 television homes 
in 55 Georgia and Alabama counties! 


Ampex Videotape facilities, both live studio 
and on-location remote equipment. 


Georgia's second largest market — the 
Columbus Metropolitan Area with the high- 
est per-family income in the state. 


Established prestige of continuous seven 
year dominance in ratings, homes delivered, 
public service and lowest CPM. 


The same "personal" service from man- 
agement, along with balanced program- 
ming, client contact and community trust 1 

1293' above average terrain 

JimWoodruff, Jr., Pres. & Gen. Mgr. 
George "Red" Jenkins, Dir. of Nat'l Sales 



Represented by George P. Hollingbery Company 

• 17 OCTOBER 1960 


News will run 15 minuter ever] 
hour on the hour from 6 a.m. through 
11 p.m. 

People on the move: Donald F. 
Sailors from national sales manager. 
KIOA. Des Moines, to v.p. and sales 
manager. WING, Dayton, Ohio . . . 
Edward R. Rooney from Cincin- 
nati and Suburban Bell Telephone 
Co. to account executive. WKRC, 
Cincinnati . . . Dorothy Wall from 
continuity director to publicity direc- 
tor. WHAM, Rochester. X. Y. . . . 
Sheldon Engel to KVIX, Phoenix, 
Arizona, as general manager. 

The QXR fm network has 
changed a couple of affiliations: 

The newcomers: WDAS-FM Phila- 
delphia, being substituted for WFIL- 
FM. and WCCC-FM Hartford, will 
be substituted for WNHC-FM New 
Haven. WKOP-FM Binghamton, 
X. Y M has joined the network and 
WKIP-FM Poughkeepsie has been 

New Florida outlet: WYAK (fin) 
Sarasota made its air debut Oct. 15. 
WYAK is owned and operated bv 
Multitone Music Inc., 1373 5th St, 


NBC TV to promote the value of 
repetition has put together some 
excerpts from more or less recent 
studies on audience recognition 
of ad slogans. 

These findings, as you : ll recall 
covered gasoline (Texaco), automo- 
biles, toiletries (Pond's l tv sets. 
white goods and various household 

The main thesis: the identification 
quotient of the occasional viewer is 
generally double-fold the non-viewer 
and the frequent viewer's at least 
twice as high as the occasional view- 

The data documentation is to be 
found in the XBC Research Bulletin 
=212 iG-R-TVt. 

Political convention sponsors 
dominated list of leading net- 
work tv advertisers in July 1960, 
according to TvB-LNAR. 

Westinghouse Electric Corp., which 
sponsored complete coverage on CBS- 
TV, led in gross time billings with 

Companies sponsoring portions of 
the other networks' coverage included 
Lever Bros., Mutual Benefit Health 
& Accident Assn., Brown & William- 
son, Bristol-Myers, Cowles Magazines, 
B. F. Goodrich and RCA. 

Promotion ideas: ABC sent out 
to editors last week promotions 
on behalf of two of its programs. 
These were : 

• An abacus, to check out election 
night results against the Remington 
Rand Univac A\hich the network will 
have in use. The Univac will project 
trends and results of the presidential 
and key congressional races, supple- 
menting the network's nationwide 
coverage of election returns. 

• Genuine flint stones "chips from 
tools made by ancient man" on behalf 
of the network's new animated half- 
hour series The Flintstones which de- 
buted 30 Sept. 

Network notes: CBS pres. Dr. 
Frank Stanton has announced his 
forthcoming book, as vet untitled, will 
be published in 1961 by Alfred A. 
Knopf. Long range significances of 
advances in broadcast journalism in- 
cluding the current presidential de- 
bates, will be assessed in the book, as 
well as the role of electronic journal- 
ism in a free society during crises . . . 
National Academy of TV Arts & 
Sciences has signed a new agreement 
with NBC for the rights to the an- 
nual Emmy Awards Telecast through 
1965. Under the new pact ATAS will 
receive $1.1 million for the rights for 
the next five years. The agreement 
goes into effect immediately and sup- 
ersedes the contract which was to 
have run through 1962. 

Net tv sales: The National Commit- 
tees of the Democrat (Guild, Bascom 
& Bonfigli i and Republican parties 
(Campaign Associates I to sponsor 5- 
minute paid political messages on be- 
half of their respective presidential 
and vice presidential candidates on 
ABC-TV during daytime schedule . . . 
Timex ( Doner I will sponsor XBC- 
TY's White Papers, hour-long public 
affairs specials, the first of which is 
set for Nov. 29, 10-11 p.m. The net- 
work was reportedly asking $575,000, 

time and programs, for half of 
six specials. 

New affiliations: KOY Phoenix will| 
become ABC Radio's exclusive af- 
filiate for that city 30 October. Thel 
station is currently an MBS as welll 
as ABC outlet, but will gradually re- 
lease its contractual arrangements! 
with Mutual during this month 
KRAK Sacramento became a Mutualj 
affiliate last week. 

Tv commercials producers 1 
give top priority to diversifies 
tion moves which would 
them into the thick of program 
production and distribution as all 
second area of business activity. I 

As the latest case in point, FreJ 
Niles Productions of Chicagi 
growing as a producer and distribuj 
tor of syndicated programs. This i 
in addition to Xiles commercials aoj 

Latest show to be distributed byj 
Xiles is Ed Allen Time, a morningj 
exercise show originating 
TV, Detroit, and already carried OBJ 
WSPT-TV, Toledo; WJW-TV, Cleve- 
land, and WIT. Milwaukee. 

Xiles is also distributing Light 
Time for the Xational Lutheran Com* 
cil and has feature motion picture 
rights to the current Hillary expi 
tion in the Himalayas. 



\; ei i- 

Sales: ITC*s Best of the Post to Pj 
Lorillard l L&X I and Bristol-Mvers' 
Clair ol and Sal Hepatica (FC&B) oi 
WABC-TV. New York; also to Ass< 
ciated Investors on WISH-TV, In< 
anapolis; Binyon Optometrists (M( 
Cann-Erickson I in Spokane; KFBF 
TV, Great Falls; Fairway Foods oi 
WDAM-TV. Fargo and KCMT, Ale! 
andria: Progresso Foods on WHEN 
TV, Syracuse; KYTV, Springfieli 
Mo.; KTVA. Anchorage: KTV1 
Fairbanks, and WKJG-TV. Ft. Way 
. . . Lopert Pictures' Latest 62 pad 
age sold in color (26 of the title; 
to WGR-TV. Buffalo: WFIL-T 
Philadelphia: WCKT. Miami: KRCA 
TV. Los Angeles; WAVY-TV. No 
folk: KPLR-TV, St. Louis; WNB1 
TV. Buffalo: KFRE-TV. Fresno 
WFBG-TV, Altoona ; WLYH-TV, Lei 
anon; WWL-TV. Xew Orleans, A 
WWLP. Springfield . . . Ziv-ttl 








1 to 10.... 40 cents each 

10 to 50 30 cents each 

50 to 100„ 25 cents each 

100 to 500 20 cents each 

500 or more 15 cents each 

To Readers' Service, SPONSOR, 40 E. 49th Street, N. Y. 17 
Please send me the following: 










* § s 

ss & «5g 


^ 3s£ i 


g m 
55 2 

s s 

* o 

■* s 

I § 

S £ 

£ s 
s * 




S S2 
as eo 

3 «3C 



5f *-' 








Case i> j the Dangerous Robin to FlTSl 
National Bank (Wendt Adv.) and Pet 
Milk on KFBB-TV, Great Falls: Wil- 
shire Oil and Thompson-Sauske Ford 
on Kl VI. Santa Barbara: Ga\ John- 
-nti"~ \iito Service on KREX-TV, 
Grand Junction; J. M. Fields Depart- 
ment Store ( Arnold vV Co. I on WTIC 
TV, Hartford: Calling Brewing 
(Harold Cabot I on WCAX-TV, Bur- 
lington; Miller Tire Sales on KOA- 
TV. Denver, and Tennessee York Co. 
on WLAC-TV, Nashville; also, to sta- 
tions KXTV, Sacramento; WDEF-TV, 
Chattanooga; KMSO-TV. Missoula: 
KOLD-TV, Tucson: KRGV-TV, Wes- 
laco-Harlingen- Brownsville; WJRT. 
Flint; KOOK-TV. Billings: WDAU- 
TV. Scranton ; KALB-TV. Alexandria, 
and KPLC-TV. Lake Charles. 

Programs and producers: A news- 
film manual on technique, said to be 
the first of its kind, has been written 
by Leo Willette of WLOS-TV. Green- 
ville-Asheville-Spartanburg. Title is 
"So You're Gonna Shoot News-Film." 
Distribution is through Radio-Televi- 
sion News Directors Association 

Commercials: Robert Lawrence, 

addressing the Fourth Annual Indus- 
trial & Audio-Visual Exhibition at the 
Trade Show Building in New York, 
again urged that producers take a 
more active role in the creation of tv 
commercials . . . Mauri H. Gold- 
berg to Robert Lawrence Produc- 



IF YOU NEED A top-rated Disc 
Jockey with lively modern radio 
sound. Three years strong air per- 
sonality plus solid Radio-Tv back- 
ground over ten-year span. Family 
man with B.BA. in Advertising — 
Excellent sales story from Station 


Box -102 

Write to SPONSOR 

40 E. 49th St., 

New York 17, N. Y. 

lions as senior producer and director 
. . . Robert M. Rehnbock to Wesley 
Associates as radio/tv production 
supervisor . . . Hollywood Advertis- 
ing Club searching for best commer- 
cials produced anywhere in the world 
in 1960 for consideration for awards 
to be presented during Advertising 
Week. 5-1 1 February 1961. 

Strictly personnel: Robert Hoff- 
man named Seven Arts midwest man- 
ager . . . Norman C. (Buck) Long 

will be western sales manager of 
Seven Arts Associated . . . James A. 
Jurist to CNP as business affairs 
director . . . Herbert G. Richek ap- 
pointed operations and services direc- 
tor of Seven Arts, Lester S. Tobias 
appointed special feature sales direc- 
tor, and George Mitchell named 
southwest division manager . . . Ed 
Aaronof f appointed advertising, pub- 
licity and promotion director for 


Radio and tv stations across the 
country continue to hop with 
vigor and increasing number on 
the "debate" bandwagon. 

Couple new" cases, in point: 

• KTSM, El Paso, which featured 
a 32-hour "partython," in which can- 
didates for regional, state and local 
offices debated and discussed issues 
and listeners sot their inning bv 
phoning in their questions and reac- 

• WOWO, Ft. Wayne, hired a 
theater and got permission to use a 
high school auditorium, brought to- 
gether Congressional candidates for 
debate, invited the public and broad- 
cast the proceedings. 

Crash coverage: WHDH-AM-TV 

triggered coverage of the 4 Oct. East- 
ern Airlines disaster minutes after the 
72-passenger Electra plunged into 
Boston Harbor. Both stations also 
had first films and taped on-the-spot 
interviews with survivors, as well as 
rescue attempts. WHDH-TV inter- 
rupted regular programs 20 times to 
present bulletins and film clips. 
Advertiser Interest in Public 
Service: John Karol. vice president 
& director of special projects, CBS 
TV sales, pointed out this month 
there has been an increase of 210 

sponsored quarter-hours of inform 
tional programs on the three networks 
within the last three years. In 1957 
58, 357 of these quarter-hours weiij 
sponsored: in 1958-1959. 475. and ii| 
1959-60. 569. 

Public service here & there 
WSEN Baldwinsville. \. Y.. £ 
inaugurated a school bus safety feat 
ture. Each schoolday. actual locat 
of school buses are broadcast, warn 
ing motorists about the need for cau 
tion in these areas. A Svracuse brak< 
repair service sponsors the featur 
all Philadelphia, pre-empted local 
network time last week to broadi 
in-school programs of educational sta 
tion WHYY-TV following a 5-alar 
fire which put the educational statioe 
out of use . . . WnC Pittsburgh ha] 
made a $2,000 cash grant to 
area's educational tv station WQEI 
for purchasing of sound-proofing nia| 
terial for WOED's studios . 
WFIL-TV's University of the Aij 
series will be presented on Westing 
house Broadcasting Co.'s five tv out 
let. this fall . . . WBC's Lab 30 
alreadv being carried by all Trianid 
tv stations. 

KUDOS: WCCO TV Minneapolis- 
St. Paul news department has bee 
named winner of the radio-tv new 
directors associations top nationd 
award for "reporting of a communitf 
problem for 1960 . . . WCHS-T1 
Portland, Me., has received the AmeJ 
ican Heart Association's 1960 Howarj 
W. Blakeslee award for outstandinj 
tv reporting on heart and circulator 


The TvB's 1960 annual meetini 
will be held in New York 15-lj 
November at the Waldorf -Astori 

A new TvB presentation The Pre 
ress of Discontent will be shown 
the hotel's grand ballroom the 
day of the meeting. 

The TvB board gets together on 
first day and the Sales Advisory Ccnj 
mittee the next day. 

The Maryland-D. C. Broadcasted 
Association is set to meet Frida 
11 November in Washington. 

The date and agenda was set fit 
meeting <>f the regional group's dir« 
tors last week. ^ 




[wibgJ a 

I^^^H mm 

(0 o 

^ RADIO 2 

! 99 2 

Leader in Quantity, Quality and Business Establishments Audience . . . Leader in news, 
and new ideas in Community Service: Latest Pulse & Hooper Total Rated Time Periods. 

Another Great Storer Station Represented by the Katz Agency, Inc. 

•ONSOR • 17 OCTOBER 1960 

S. C.'s 1st MARKET 


Ask us or 


for the facfs about our leadership 




Offered with WORD, Spartanburg, 






39th St., East of Lexington Ave. 


Salon-size rooms • Terraces • New 
appointments, newly decorated • 
New 21" color TV • FM radio • New 
controlled air conditioning • New 
extension phones in bathroom • New 
private cocktail bar • Choice East 
Side, midtown area • A new concept 
of service. Prompt, pleasant, un- 


t Sarason, General Manager 
ORegon 9-3900 

Tv and radio 

i.:::r.:";V'.v::.:"---:" ! -?< 

Ben Park has been appointed executive 
producer, program development for West- 
inghouse Broadcasting. A writer, director 
and film producer, Park was formerly pro- 
gram chief for the NBC network in Chi- 
cago. Later, he was director of public 
affairs for NBC in New York City. Earlier 
this year he directed and produced the 
science series Lab 30 for NBC. A former 
president of Mills-Park-Milford, Park has taught television produc- 
tion at Columbia U. and has won numerous production awards. 

John F. Falcetta has been appointed di- 
rector of the Boiling Company's newly es- 
tablished promotion and publicity depart- 
ment. Boiling's new department head will 
handle national sales promotion, publicity, 
as well as related services for all Boiling 
stations. Falcetta comes to Boiling from 
H-R Television Representatives, where, for 
the past four years, he was assistant direc- 
tor of promotion. Previously, he was with Commercial Solvent- 
Corp., Peoria: earlier, he was a salesman for national magazines. 

Dave Nathan, Curtis Advertising radio 
and tv director, has been named president 
of C. F. Productions, Inc., a newly formed 
company created to syndicate and service 
the Carlton Fredericks program and other 
radio and tv productions. He will continue 
his present association with Curtis. A 
i jf _fl former vice president of House of Thomas, 

^ ™ 4 ™™"™™ Inc.. Nathan was also director of radio and 

television at Lewis Advertising, Newark, N. J. He began his adver- 
tising-broadcasting career as a radio salesman for WVNJ, Newark. 

Kurt Blumberg has been appointed vice 
president in charge of sales for Robert 
Lawrence Productions in New York and 
Hollywood. He comes to his present po- 
sition from United Artists-Television, Inc. 
where he was manager of sales and opera- 
tions. Previously he was vice president in 
charge of sales and coordination for Tele- 
vision Programs of America, and earlier, ■■Ml M 
assistant to the vice president of sales for Ziv Television Program?. 
Blumberg holds a B.A. from Princeton, is a W.W. II Navy veteran. 


. . .and 

there are 


will swim 



IRoadgasters' promotion /kb\ssooiation 

sheraton charles hotel 
november 14-15-18 new orleans, la. 

i'nsor • 17 OCTOBER 1960 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Iliac is, of course, no formula for "good" radio programing. But there are 
some guideposts that can be useful to the operator of a radio station. Some 
of these guideposts were outlined recently by Stephan B. Labunski, vice pres- 
ident and general manager of WMCA, New York, in a speech before the 
Advertising Club of Birmingham, Ala. The core of this speech is reproduced 
below. In it, Labunski warns both up-to-date and conservative broadcasters 
not to underestimate the competition, but to do well what each does best. 


Wwli> is radio's business image so often mixed? Let's 
look at some possible reasons. Radio men spend too much 
time harpooning each other's accounts and not nearly 
enough time examining and criticizing their own perform- 
ance. There are plently of unsold clients waiting to be 
called on. There's more than one good station in every 
major market. And there's more than one good way to 
run a radio station. 

The 50,000-watt powerhouse which has been slipping in 
the last few years had better quit knocking that 250-watter 
for "all that rock 'n' roll music" it plays to get those em- 
barrassingly big ratings and concentrate on improving its 
services to listeners in those things it does best. And that 
cocky independent which thinks it has a pat formula that 
will last forever better not laugh at the CBS "gray lady" 
down the street just because networks aren't what the\ 
used to be. 

What's a great new "formula" today may be a loser to- 
morrow. Only broadcasters who are willing to look objec- 
tively at the challenges and the opportunities will continue 
to be successful. And that's good. Nothing regulates like 
competition — good competition, I mean. 

Maybe some problems arise because radio broadcasters 
have not always clearly understood what the proper func- 
tion of a radio station ought to be. Is it an advertising 
vehicle or it is an instrument of communication? An 
advertising vehicle has, as its sole and legitimate purpose, 
to sell — products, services, sometimes ideas — to its pros- 
pects. \n instrument of communication, on the other hand. 
has as Us purpose to inform, entertain and stimulate. 

This i- not to say that advertising is unimportant, or 
that it easily and automatically follows effective communi- 
cation. But it does follow — as a second step in the procesi 
of making a successful business out of an instrument of 
communication, Its the difference between a shopping 

guide, which is purely an advertising vehicle, and a new 
paper which serves a large and influential readership wit 
news and editorials, and as one of the results, carries a 
great deal of advertising. It's the difference between a billJ 
board — purely an advertising vehicle — and a good radio) 
station, which ought to be an instrument of communica- 
tion which also happens to carry advertising. 

It shouldn't take the FCC to tell us how and why to ril 
radio stations the way they should be run. It should bej 
perfectly clear that responsible broadcasting involves seek] 
ing out the interests, needs and tastes of the listening au 
dience, then programing a service of entertainment, infol 
mation and advertising which attempts to meet those needs 
You have to go beyond the usual efforts to ascertain wha 
those tastes, needs and interests are. 

Ratings are good in retrospect. They tell vou somethin\ 
about how you're doing. But that's not enough. It'; 
good idea to get together with businessmen, com m unit] 
leaders, educators, religious leaders and others and 
them what they think about vour radio station. Don't 
pect savvy advice on the latest hit records, but you Bil 
find out that they have some useful, at least indicatn 
criticisms and suggestions worth \ our consideratioi 

When you've done all that, remember that operating ii 
the "public interest" suggests doing things which 
est the public." Think in terms of your listeners. St) 
objective. Forget your private tastes, those of your w 
your advertisers, and the members of your country c 
set. Program to the general public. Entertain them, 
Lighten them, stimulate them to thought and to action. Am 
with it all, under careful control, sell them soap, sell tli 
new cars, encourage them to buy new and better homes. 
them to try a new way to shave. But keep the instrumenl 
of communication strong, healthy, solvent and above al 
independent; the salesmanship will take care of itself. ^ 

SPONSOR • 17 OCTOBER 1 *>6| 

Thes 6^iajtt 



and it's 7th* in the Southeast 

larger than Nashville, Raleigh-Durham, 

Jacksonville, Mobile or Jackson 



South Carolina 

For any "1st 10" markets 
n the Southeast, or for any 
1st 50" markets in the U.S you'll want "The Giant of Southern Skies" 

Write, wire or phone the Station 

or AVERY-KNODEL, INC. for rates. 

availabilities and assistance. 

Represented Nationally by AVERY-KNODEL, INC. 

)NS0R • 17 OCTOBER 1960 



Congratulations to Marlboro 

The sponsorship last week on CBS TV of the hour-long 
documentary The Year of the Polaris by Marlboro Cigarettes 
was a heartening development in tv programing. 

As Roger Greene, v.p. in charge of advertising at Philip 
Morris Inc. pointed out, it marked "the first time that a low- 
cost, nationally used consumer product ever has presented 
such an ambitious program in the public interest." 

This season there has been a gratifying increase in the 
number of far-sighted sponsors who are supporting tv's pub- 
lic service offerings (see sponsor, 25 July 1960 — "The New 
$25 Million Tv Trend"). 

But it makes us particularly happy to know that such 
sponsorship is not limited to "corporate image building" 
but is being extended to include brand participation in pub- 
lic service as well. 

Our congratulations to Philip Morris Inc. and to the Leo 
Burnett Co., agency for Marlboro, for a fine example of 
"good tv citizenship." 

Meanwhile, back at the local level 

Meanwhile, at the community level of tv programing 
there has been a parallel and equally exciting growth of 
advertiser interest in public affairs programing. 

The article on page 38 of this issue carries the names of 
160 local sponsor-supported tv programs which appear in 
the new TIO brochure "Interaction." And the TIO study 
covers only programs that were on the air before April of 
this year. 

Reports reaching sponsor in recent months indicate even 
more intensive local station activity in the public affairs area 
and a stepped-up participation in these programs by local 
and regional advertisers. 

Corinthian Broadcasting, which sold out its locally ori- 
ented coverage of the Republican and Democratic Conven- 
tions, is reportedly readying other program offerings of this 
type. And many independent stations have been flooding us 
with announcements of new public service programs and new 
public service sponsors. 

\11 in all, it is a very healthy trend, and one which we 
applaud vigorously. ^ 



Philatel-phaddle: Chet Huntley said 
that with the continuous procession 
of heads of state on television screens, 
tv was beginning to look like a stamp 

Station break: Two models were as- 
signed to the concourse of Grand fjl 
Central Station in N. Y. by the Ladies 
Home Journal (BBDO) , their mission 
to pass out doughnuts and hors 
d'oeuvres to advertising men. Mc- 
Call's counter-attacked by distribut- 
ing hero sandwiches (6" thick, 18" 
long) to the secretaries of 83 media 
men. BBDO battle instructions to its 
models read: "You should know the 
advertising men by their attache | 
cases and their generally brisk 
pearance." And their secretaries?! 
See those fat girls ivho always seem\\ 
to be chewing? 

Shhhhhh, Milton: The man who 

once owned Tuesday night, Milton | 
Berle, let the secret out last week. ) 
When asked his opinion of tv ratings 
he answered — "/ only believed in 
them when I was No. 1." 

J. Edgar Homer: The Baltimore 
Orioles of the American League have 
called in two F.B.I, men to train their 
scouts in how to investigate prospec- 
tive players. Jim McLaughlin, Oriole 
farm chief said, "When you spend 
many thousands of dollars to sign a 
boy, vou want to know all you can 
about him before it's too late." And 
he defects to the Moscow Red Sox 
with the second baseman. 

Our leader: Hy Gardner complained 
that the only leader not attending the 
UN session in New York was Frank 

think, Think, THINK: Whei 

WBKB, Channel 7 in Chicago, an* 
nounced that David Susskind's dis- 
cussion show Open End would be 
carried every Saturday midnight, it 
quoted an old review by Ben Gross j 
of the N. Y. Daily News. Gross said 
the show was "amusing, civilized, 
sometimes infuriating, but always in- 1 
teresting talk. It's a gerilol for tired 


Psst!...CaU Hollinfietxi 

...for a Sure* Winner in the 



^-_^r~-> — -Is* — ^- ^~*A^^^s7Z-*-k— 

"X* Sure, most of us know there's no such thing as a 
"sure thing." But radio's leading handicappers . . . 
The Pulse and Hooper . . . have rated WVLK FIRST 
since 1952. Backing any other entry in this market 
is strictly a long-shot. 

3 of 


HE HORTON-KINCAID STATIONS "°™ ffi " To >> "< ,he Phoe ™ Hotel 



)-. Top of 
ington, Kentucky 



2* OCTOBER 19«0 
40* a copycSS a yaar 




the spot for a commercial 

Millions of voters will listen to election returns on radio next 
tionth, and they'll hear your message and vote for your product, 
oo, when you schedule Spot during Radio's election coverage. 

OB Albuquerque KARK Little Rock WRNL Richmond 

'SB Atlanta 

'GR Buffalo 

'GN Chicago 

'FAA .... Dal las- Ft. Worth 

'KMH Detroit 

PR C Houston 

'DAF Kansas City 

WINZ Miami 

WISN Milwaukee 

KSTP. Minneapolis-St. Paul 

WTAR Norfolk 

KFAB Omaha 

WIP Philadelphia 

KPOJ Portland 

WJAR Providence 

KCRA Sacramento 

WOAI San Antonio 

KFMB San Diego 

KMA Shenandoah 

KREM Spokane 

WGTO ... Tampa-Orlando 
KVOO Tulsa 

Edward Petry & Co., Inc 

The Original Stat 



More middle-echelon 
executives are being 
added as departments 
grow in size, depth 

Page 29 

Station plan 
arouses fears 
of agencymen 

Page 32 

How accurate 
are radio/tv 
ratings data? 

Page 36 

How Proctor's 
network tv 
debut paid off 

Page 38 




RADIO abc/nbc • DALLAS 

Serving the greater DALLAS-FORT WORTH market 


The restoration of an old master . . . 
Just imagine the quality touch, 
meticulous care and infinite patience 
required. These are the same basic 
ingredients which comprise the 
quality touch atmosphere surround- 
ing today's better television and radio 
station operations. 


__ _ 
7^e StateM WPEN l ^ ^ St*** 







MORE NATIONAL Advertisers 
Ex<3R Than Any Other Philadelphia Radio Station 



Represented Nationally by GILL- PERNA New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta 

'ONSOR • 24 OCTOBER 1960 



Now offers 
Quality...with NEWEST 


the fastest way to sell 
the Central South 

Simplified, economical production . . . the 
quickest way to get your sales message 
across. In Tennessee WSIX TV offers you 
the latest model VIDEOTAPE* television — 
improved circuitry insures brilliant repro- 
duction. Complete facilities for both re- 
cording and playback ... or send us any 
tape that's been recorded on an Ampex 
VR-1000 for immediate scheduling. 

Vol. 14, No. 43 

24 OCTOBER I960 




Media departments re-tool for '61 

29 Agencies an- beefing up their media units to keep pace with industn 
growing complexity; middle-level executives, committee?, research ac 

Will station plan over-commercialize tv? 
32 Media directors are wary of affiliates' proposals to increase the 
and length of chainbreaks, but agree to product protection n\i 

Want a promotion job? First, find a gimmick 

35 Eager to make a big impression during a job interview, two Stan 

L graduate students rigged up a plan that surprised even an old d 

How accurate are ratings? 

36 Admen most often answer this question io their clients' sati-fact 
A Martin Mayei article, reprinted from "Enquire,' may help thi 

Proctor's web tv debut pays off 
38 NBC research study shows success of Proctor's plunge last spring 

daytime network l\. Company doubled its NBC TV campaign for ft 

If you're going into tv overseas 
40 Here are answers to a dozen questions commonly raised by I . S. spans 
and agencies on foreign programs, commercials, stations, restrictioj 

This month — specials and more specials 

4X Network television's second month of the fall season unfolds an unpre^ 
denied number of specials. Also included in this section: Comparagrai 


12 Commercial Commentary 

72 Film-Scope 

24 49th and Madison 

66 News S Idea Wrap-Up 

6 Newsmaker of the Week 

66 Picture Wrap-Up 

17 Reps al Work 

88 Sellers Viewpoint 

48 Sponsor Asks 

74 Sponsor Hears 

19 Sponsor-Scope 

90 Sponsor Speaks 

S 2 Spot Buys 

90 Ten-Second Spots 

86 Tv and Radio Newsmake 

71 Washington Week 


Executive, Editorial, Ctrcilttt* ■ 

taw York 17, N. Y. Telephone MUr 

Hill 8-2772 Chicago Office: 612 N. Michigan Ave. Phone: SUpe-rior 7-9863. |j?»fj 
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sj*J 
Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Etm Ave., Baltimore 11, •■ 
Subscriptions U. S. S8 a year. Canada & other Western Hemisphere Countries >»■ 
year. Other Foreign countries $11 per year. Single copiti 40e. Prijtjd \u ",?•*• A**! 
all correspondence to 40 E. 49th St., N Y. 17, N. Y. MUrray Hill S-2772. Published was* 
by SPONSOR Publications Inc 2nd class postage paid " " 

©1960 Sponsor Publications Inc. 

r Baltimore, Md. 



Thousands of Central Iowa housewives get most of their 
'shopping and buying ideas from WHO-TV — because 
:his station reaches more of their homes in 80 of 120 
quarter hours surveyed, from Noon to 6 p.m., Monday 
:hrough Friday (NSI — June 20-July 17, I960). 

Family Theatre, an exclusive WHO-TV production, 
eaches an average of 49Tc more homes than any 
)ther station in the market — Noon-2 p.m., Monday 
hrough Friday! 

WHO-TV's "station time" programming is produced 
vith the state's leading television personalities 
nd studio facilities, plus one of America's most complete 
ilm libraries*. 

Sell Central Iowa's housewives, at a low cost per 
ilhousand, on daytime WHO-TV. Ask your PGW Colonel 
or availabilities ! 

S.MG.M Package * WARNER BROTHERS "Vanguard" 
• 'Showcase Package" *• NTA "Dream," "Champagne," 
■Sunset," "Santa Monica" • SCREES GEMS 
"Constellation' * M and A ALEXANDER "Imperial 
Prestige'' * PARAMOUNT LIBRARY and others. 

WHO-TV is part of 

entral Broadcasting Company, 

vhich also owns and operates 

WHO Radio. Des Moines 

WOC-TV, Davenport 



Channel 13 * Des Moines 

NBC Affiliate 

Col. B. J. Palmer, President 

P. A. Loyet. Resident Manager 

Robert H. Harter, Sales Manager 

Peters, Griffin, Woodward, Inc., National Representatives 


nail down 






ABC Television in Son Antonio . . . 

Hit Greatest Unduplicated Live 

Coverage in South Texas! 

Represented by 

of the week 


Procter & Gamble, the air media's largest advertiser, < 
tinues its unique policy of choosing its top corporute exei 
tives from the ranks of the advertising department uith t 
naming of W. Rowell Chase, v. p. in charge of its soap proi 
ucts division and a former ad manager, to executive vice ji 
dent. The general advertising manager ivill report to him 

The newsmaker: With the election of W. Row ell Chase I 
executive vice president for Procter & Gamble, the Cincinnati r 
ing colossus dittos its long-standing policy of choosing its top e» 
tives from the ranks of its advertising department. 

In his new post. Chase will continue to be directly responsible fi 
operation of the company's domestic soap products division, 
hereafter P&G r s general advertising manager and the general n 
ager of its bleach business will report directly to him. 

P&G, the leading air media ad- 
vertiser, now lists board chair- 
man Neil H. McElroy, president 
Howard J. Morgens. and execu- 
tive vice presidents Walter L. 
Lingle Jr. and Chase as its top four 
executives. All came up from the 
"brand manager" posts created by 
McElroy in the early 1930's. when 
he pioneered in coordinating sales 
and advertising and the brands 

At the 11 October meeting dur- 
ing which Chase was elected execu- 
tive v.p., the "rather exceptional progress" being made by P&(» 
Duncan Hines Cake Mix line, which in 18 months took over ab< 
25 r 7 of the cake mix market in the face of two entrenched leade 
was cited by the board of directors. 

This is certainly a feather in tv's cap. and that of the Duncan Hi* 
agency. Compton. for P&G has said that its strong and creative pi 
in spot tv was the major factor in pushing the mix to the top. (Si 
Tv's Cake Mix Battle: What Next?"' sponsor. 15 August 1960/ 

Executive v.p. Chase, has been more interested in soaps al 
bleaches since he joined P&G in 1931 as a sales trainee. HarvaHl 
: 26 and Harvard Business '28. he had spent three years with Sear 
Roebuck. In 1932 he was appointed a brand manager in P&G's advflj 
tising department and rose to brand promotion manager i« 1936. 

By 1951 he held the post of advertising manager, and in 1054 
named g( 
five committee, 
old executive is married and has a son and a daughter. tfl 

Rouell Chase 

xvoi ne neia ine posr oi amending manager, ana in iv.n nan 
1 general advertising manager and a member of the adminisrB 
mmiittee. In 1955 it was v.p.. advertising and in 1957 v.p.. s« 
eta division and member of the board of directors. The 56-yefl' 



the key 

to many 


For the buyer or seller of broadcast time NCS '61 is 
the master key that unlocks new opportunities . . . 
provides fresh solutions to recurrent problems in . . . 
(o^Z3> Marketing 

What broadcast coverage should you buy, 

county-by-county, to meet your sales goals? 
(o\d Distribution 

Do advertising allocations match your sales 

area potentials? 
<o^Z3> Media Selection 

How can you tailor a campaign to fit the 

varying characteristics of markets? 
(o\zz> Station Management 

Are you reaching the right prospects at a 

reasonable price? 
NCS '61, now polling 375,000 radio homes, is timed 
to coincide with release of 1960 U.S. Census figures. 
Nielsen Coverage Service alone will give authorita- 
tive answers on radio and television coverage and 
circulation . . . current information from every 
county in the U.S. 

FOR ALL THE FACTS call ... wire ... OR write today 
CHICAGO 1, ILLINOIS, 360 N. Michigan Ave., FRanklin 2-3810 
NEW YORK 22, NEW YORK, 575 Lexington Ave., MUrray Hill 8-1020 
MENLO PARK, CALIFORNIA, 70 Willow Road, DAvenport 5-0021 

jelsen\*F Coverage Service 

Vvice of A. C. Nielsen Company 2101 Howard Street, Chicago 45, Illinois • HOIIycourt 5-4400 

BOR • 

24 OCTOBER 1960 

n \J I I^MvY \3 ■ Everybody wants Deputy Dawg. He is syndication! 
hottest new cartoon property. Variety reports that Deputy's Terrytoons-producel 
series "continues to pile up sales, with the 75-market gross now up to $850,0001 

The excitement figures. Deputy Dawg and his pals (Vincent Van Gophe| 
Li'l Whooper, Muskie and others) were created for the special delight of tel 
vision audiences and advertisers (Lay's Potato Chips is sponsoring Deputy : 
dozens of Southern markets). Then there's a merchandisin g bonanza: Depu< 
Dawg apparel, comics, records, games, toys, books available from Grosset 
Dunlap, RCA Victor, Dell Publishing, Ideal Toy Corporation and other license^ 

Better order your 26 Deputy Dawg half-hours today. Becauseytake it frc 
us, he's hot! For details, call or write to the nearest office of . .. © CBS FILM 

". . . the best film programs for all stations. 
Sales offices in NewYork, Los Angeles, Chicago, 
San Francisco, St. Louis, Detroit, Atlanta, 
Dallas, Boston. In Canada: S. W. Caldwell Ltd. 

_J_~ L 

J — __J — r -J_~ r --L T 



and WVEC's" SHOCK THEATRE ' has it! 

I VIDE-KNOW-HOW[ is the rare Showmanship/Salesmanship thai has 
earned consistent Top (late night) Ratings* for the show that features old 
(some very old) horror pictures. Host "Ronald" is resurrected every Friday 
night to guide legion viewers and delighted sponsors through television's 
hottest late periods. With 65% more viewers than the other two stations 
can average, "SHO CK THEATRE" typifies the job WVEC-TV is doing. 
| VIDE-KNOW-HOWl delivers the audience, too, in the market's Top Rated" 
children's show and 89 Top Rated prime quarter hours. 

*Tops in EVERY Survey since March '60 




(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520,100 Drug Sales $ 40,355,000 

Households 423,600 Automotive Sales $ 299,539,000 

Consumer Spendable Income General Merchandise $ 148,789,000 

$1,761,169,000 Total Retail Sales $1,286,255,000 
Food Sales $ 300,486,000 


According to March 1960 ARB we average 79.1% share of audience from 
9 a.m. to midnight, 7 days a week. 


Channel 8 
Monroe, Louisiana 

Pholn .- The Crossed Company — producers of lu 


A James A. Noe Station 

Represented by 

H-R Television, Inc. 

per, chemical* end charcoal Oro 


Editor and Publis 

1 R. Glenn 


aine Couper Glenn 

Executive Editor 

John E. McMillin 

Managing Editor 

Alfred J. J off e 

Senior Editor 

Jane Pinkerton 

Midwest Editor (Chicago) 

Gwen Smart 
Film Editor 

Heyward Ehrlich 
Associate Editors 

Jack Lindrup 

Ben Seff 

Walter F. Scanlon 

Michael G. Silver 

Ruth Schlanger 

Diane Schwartz 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 


Sales Manager 

Arthur E. Breider 
Eastern Office 
Willard Dougherty 
Southern Manager 

Herb Martin 

Western Manager 

George Dietrich 
Production Dept. 

Barbara Parkinson 


Readers' Service 

Barbara Wiggins 


S. T. Massimino, Assistant to Published I 
Laura O. Paperman, Accounting Met 
George Becker; Michael Crocco; Syd 3*- 
man; Wilke Rich; Irene Sulzbach; Do- 
Tinker; Flora Tomadelli 

24 OCTOBER fl 

Viiddle Western Spread 

X Tow that the frost is on the pumpkin 
■^ ^ and ducks ore writing V's overhead, East- 
ern I o wans have a choice of fall spectaculars: 
the farm-, or town-, or city-horn availability of 
near-by nature, or cosmopolitan entertainment, 
bought with the twist of a television dial. We 
compete with the changing seasons. Fortunately, 
it rains — and the nights grow frigid.* 

Middle Western Eastern Iowa is east of the 
West that has been described as the place where 
it's always a long way from here to there. In 
WMT-land it's always a middle way from here 
to there. The scale is comprehensible. Distances, 
compressed by train and car and four-lane high- 
way, have yielded to the march of mechanization 
and electronics. Yet Iowan's live spread out. 
The top six metropolitan centers account for only 
31% of Iowa's population — and WMT-TV is 
home-town station for three of those centers. 

In this spread-out market you need the cov- 
erage WMT-TV provides: 51 counties in Eastern 

*Sets-in-use figures are often in the seventies. WMT-TV 
lias the largest liastern Iowa audience of all tv stations. ARB 
Metro Area Reports, Feb. '57-Nov. '59; NCS 1, 2, 3. 

Iowa with about 400,000 tv homes — more than 
half of all tv homes in all Iowa. 

WMT-TV. Cedar Rapids— Waterloo. CBS Television 
for Eastern Iowa. Affiliated with WMT Radio, KWMT 
Fort Dodge. National Reps: The Katz Agenry. 

'ONSOR • 24 OCTOBER 1960 

s/c/es - 0#/y 



If having a solid adult 
audience is square, we're 
the squarest! 

\S SI N has the greatest per- 
centage (97.2%) of adult 
listeners of any station on 
Florida's west coast. Further- 
more this adult 
leadership is 
throughout the 
entire 24-hour 
broadcast day. and 
to the entire 29 
county Suncoast 
area with 1,404,403 
people. In WS1 \ 
radio homes the 
adults control 
the listening. . . 
they control the 
purse strings, too! 
For top results use 
the grown up's station 

by John E. McMilUn 


Cottage small by a tv camera 

One minute before the third, and technically 
most difficult, of the Kennedy-Nixon debates went 
on the air. an excited voice blurted out suddenly 
over the PA system in ABC's studio TV-2. 

" Attention please! Attention please! The New- 
York City Fire Department reminds us that 
smoking is not permitted in this building. Please 
put out your cigarettes. We are sorry." 

There was a tiny murmur of protest among the nearly 200 members 
of the working press sitting at the long tables (TV-2 was the official 
New York pressroom for the debate. ''Damn," said a jowly characj 
ter next to me. "And it was a 65c* cigar, too." 

I remember this silly, trivial incident because, looking back now on 
the telecast of 13 October, I think it was the only possible gripe which 
even the sourest anti-tv sorehead could have had about the mag- 
nificent arrangements which ABC made for the great debate. 

And of course, after all, when Leonard Goldenson and Ollie Trey 
face the pomp and majesty of the New York Fire Department, the 
are confronting a power greater even than themselves. 

But in every other respect ABC's planning and attention to 
million complex details left me absolutely gaga with admiration 
And I wonder how many people, even in our own industry, fullv 
realize what a tremendous job the networks did with these ] 

More than just free time 

When I saw the first two debates, produced by CBS in Chi 
NBC in Washington, I did so on my own home screen. \nd I 
remember thinking then that the industry's primary contribution t<> 
the campaign was a sizeable hunk of expensive free time { better thanj 
8325,000 per program) plus some rather simple sets and production, 

But when the debates shifted to New York, and I had a chance to 
discover first hand some of the fantastic problems involved, I began 
to realize that the networks can be even prouder of the almost incredi 
ble amounts of technical and executive care, time, and attention. a3 
well as the substantial out-of-pocket costs, which they donated to 
these unique political broadcasts. 

The third debate, of course, involved three studios and t\\<> origina- 
tion points with Kennedy in New York. Nixon in one Hollywood 
studio, and the panel of reporter questioners in another. 

Even under ordinary conditions, the electronic sleight of ham! 
required for such cross-count rv switches is tough enough. But with 
a great debate it's just plain murder. 

Technically, the Kennedy voice and image was shot cross coram 

to Master Control in Hollywood, where it was mixed with the audio 

and video from the Nixon and panel studios, and then fired back to 

Chicago whence it was fed to the three tv and four radio networks. 

{Please turn to page 14) 


24 OCTOBER 1960 


Take our channel number (seven). Use it four times with 
arithmetical signs so that the total comes to a perfect score 

Send us the correct answer and win a copy of Dudency's 
"Amusements in Mathematics" — Dover Publications, Inc., 
N.Y. (If you've already won it, say so in your entry and 
we'll provide a different prize.) 

Current perfect score in D.C.: ARB Metro Area Survey (A tgnst) 
hows WMAL-TV first, Sunday through Saturday, 6 p.m. to 


Channel 7, Washington, D. C. 

An Evening Star Station, represented by H-R Television, Inc. 
Affiliated with WMAL and WMAL-FM, Washington, D. C, WSVA-TV and WSVA, Harrisonburg, Va. 

J ONSOR • 24 OCTOBER 1960 


Commercial commentary (Com. from p. 





Businesses that want star bill- 
ing in Metropolitan New York 
advertise on WPAT . . . Metro- 
politan New York's leading good 
music station. We can't quite 
promise that all the world will 
be your stage, but 31 counties 
throughout New York, New Jer- 
sey, Pennsylvania and Connecti- 
cut will be and that's a potential 
audience of more than 17,000,- 
000 people in more than 5,000,- 
000 radio homes. Two-a-day or 
eight-a-dav. commercials get re- 
sults on ' WPAT. That's why 
amusement and entertainment ad- 
vertising alone has increased 
191% in three short years on our 
station and that's only one, count 
it, one, of many advertising cate- 
gories that has shown record 
breaking gains. We say that's 
show business! Advertisers like 
these seem to agree: Allied Ar- 
tists, Buena Vista, Columbia 
Pictures, David Merrick Produc- 
tions, Freedomland, Loeu's The- 
atres, MGM, The Museum of 
Modern Art, The New York City 
Ballet, Paramount Pictures, Radio 
City Music Hall, Twentieth Cen- 
tury Fox and United Artists. They 
are only a few of the many who. 
in the past three vears, have ad- 
vertised on WPAT ... the station 
with the drama of success. 


But what ((implicated the already complex was the painstaking 
impartiality ABC had to exercise at both ends of the feed. 

The Nixon and Kennedy studios had to be painted the same, set 
the same and lighted the same to forestall charges of favoritism. 
Voice levels had to be absolutely balanced, camera angles identical, 
and even delicate timing operation perfectly synchronized. 

On top of the three cameras facing Nixon and the three facing 
Kennedy were so-called "panic boxes" to warn the candidates about 
their 2V 2 minute limits for answers and iy 2 minute limits for rebuttal. 
(A green light showed o.k., a yellow, caution, and red, you're off.) 

During the debate these panic boxes were operated simultaneously 
by two engineers in constant telephone communication between New 
\ oik and Hollywood. And meanwhile ABC director Marshall 
Driskin was watching nine separate monitors for his camera choices. 

Small wonder that ABC found it necessary to spend a full hour on 
Wednesday and four hours on Thursday for expensive camera re- 
hearsals with standins for the Senator and Vice President. All in all 
it took over 300 technicians to get the debate on the air. 

And Philippine mahogany yet 

And the technical was only one of many different phases with 
which the networks had to contend. There were hours of high-level 
negotiations with party chieftains (Kennedy and Nixon changed the f 
rules for the third debate the very day it was going on the air.) 

There were all kinds of arrangements to be made for meeting 
and greeting v.i.p. guests. Complex security problems required co- 
ordinating the work of network police departments, city police and 
fire departments and the U.S. Secret Service. 

In the matter of press relations, the debates placed the networks 
in an entirelv new position. For the first time, tv events w T ere being 
reported in and for themselves by huge numbers of newsmen. 

For the third debate, for instance, in New York alone 80 different 
news outlets sought press passes. To provide credentials, ABC sched- 
uled a press luncheon at the Sherry-Netherlands, where we were given 
badges and a 13-page briefing on arrangements. 

In studio TV-2 the network had installed 48 phone booths for re- 
porters, including two each for AP and UP and one apiece for the 
New York Times, Herald-Tribune. News, and Wall Street Journal. 
A press canteen in one corner of the studio provided sandwiches. { 
coffee and soft drinks. 

To get fast transcripts of the debate, stenotype operators working I 
directly from the monitors, handed their copy to typists who cut! 
stencils which were fed into a battery of duplicating machines. 

The first page of the script was being distributed to u<= w ithin nine 
minutes. The complete script was available 30 minutes after the 
debate was over (breaking NBC's Washington record of 43.) 

There was no audience for the debate itself. In the studio, three 
pool reporters acted as observers for the rest of us. Twenty minutes 
before airtime David Wise of the Herald-Tribune, described the set. 

"ABC has built a 'cottage' right on the stage. It's a dressing room 
for Kennedy with desk, chairs, and a little bathroom. And — the net- 
work wants me to tell you — it's paneled in Philippine mahogany." 

There was a how 1 of laughter from the Fourth estate. But if Leonard 
and Ollie want to be proud of that mahogany, and of all the rest of 
their debate arrangements — I think thev have every right to be. ^ 


New research concept, measuring significant audience in seven areas, shows more families spend more time 
listening to WBZ than any other Boston radio station! Get the full Pulse report from your AM Radio Salesman. 
|g) westinghouse broadcasting companv, Nc\yBZ BOSTON + WBZA S P R I N G F I E L D m 

B E P R E S E N TE D liV A M R AUIu BALES ^"^ 







•NSOR • 24 OCTOBER 1960 

Our Altruism 

Our stations were 100% successful in sell- 
ing coverage of both political conventions in 
Corinthian market. 

We fielded a 14-man team— complementing 
CBS's superb national coverage— to achieve lo- 
cal and regional coverage, to tell an intensive 
story of our respective state delegations, and to 
view national events with local eyes. We did this 
with our eyes open, hardly daring to hope for 
extensive sponsorship, fully prepared to under- 
write the expense in the interest of service. The 
fact that we didn't have to is a tribute to the 
enlightened local, regional and national sponsors 
who saw the prestige— and commercial— value of 
our local coverage. 

Among the comments: 

"Countless compliments attest that convention pro- 
grams gave ns a prestige vehicle for primarily institu- 
tional messages. We feel that other advertisers through- 
out the country should watch this sort of thing carefully 
and evaluate its possible future value to themselves." 
—Texas National Bank (Agency: Goodwin-Dan- 
nenbaum) on KHOU-TV, Houston. 

Purchase of both conventions gave complete satura- 
tion of our market . . . KOTV spending lot of money 
and effort bringing local angle to our public. Excellent 
opportunity for advertising." 

—Safeway Stores (Agency: Perry Ward Asso- 
ciates), co-sponsor with Conoco Gasoline (Ben- 
ton & Bowles), on KOTV, Tulsa. 

"Corinthian's convention coverage gave us saturation 
with dominance, intense audience interest— and lots of 
family audience per dollar." 

— Bonsib, Inc., agency for meat packer Peter Eck- 
rich & Son, on WANE-TV, Ft. Wayne. 

Through KXTV's locally oriented convention cover- 
ge with Shell's regular newscaster, Hank Thornley, 
people of Sacramento area will continue to associate 
Shell with important news presentation. This is an ideal 
combination of audience service and commercial im- 

-Shell Oil Co. (J. Walter Thompson, San Fran- 
cisco) on KX'l'V, Sacramento. 

It is heartening to prove that good public af- 
fairs programming is also good business. Each 
Corinthian station will continue to explore op- 
portunities to bring such programming to the 
attention of sponsors who recognize that service 
and commercial effectiveness go hand in hand. 

Responsibility in Broadcastm 

• 24 OCTOBER 1W 


Tulsa (H-R) 


Houston (H-R) 


Sacramento (H-R) 


, Fort Wayne (H-R) 


1 Indianapolis (H-R) 


f i Fort Wayne (H-R) 


I Indianapolis (H-R) 


C. William Boiling, III, assistant to the president, Boiling Co., 
New ^ oik. wishes to "salute those numerous agency and advertiser 
people on whom we call who haven't lost sight of the romantic per- 
suasiveness of the broadcast brothers. Too often those responsible 
for buying broadcast time haven't had an opportunity to see first 
hand the respect and mystical rev- 
erence on the average citizen's 
face when he or she visits a tv sta 
tion audience. Many have nevei 
fully taken into account the dy- 
namic impetus a single radio n; 
rative of the facts of space explo- 
ration or the exciting fiction of 
yesterday's heroism may have on 
a plastic young mind. For radio's 
every subjective word is conjured 
up to each individual according to 
his capacity for experience. All 
that is said or implied, therefore, becomes a highly personal impres- 
sion. Those who look at broadcast advertising solely as numerical 
exposures to units of buying power are too caught up in the value 
of the orchestra's instruments to hear the beautiful music. A lusty 
bravo to those who will never try to weigh ladio and tv's special 
glamor by the pound nor measure its total effect by the yard." 

H. W. (Bud) Simmen, sales manager of Weed Radio Corp., New 
York, feels that a station's continued success for local accounts can 
serve as a valuable guide to the national advertiser. "Both the 
local and national advertiser have one primary concern: Sales 
results! They're also interested in reaching the same people: the 
man or woman who shops at the 
corner store. Many stations are do- 
ing an outstanding job for local 
advertisers through creative pro- 
graming, salesmanship, and mer- 
chandising. This same creathe ap- 
proach can be readily put to work 
for national advertisers. It's up to 
the reps to be aware of the sta- 
tion's local successes and sales 
stories, and to use this information 
as a basis for a more creative salt^.- 
approach on the national level. A 
station's pulling power may not necessarily be reflected in high ratings. 
Prestige, believability, the use of imaginative production and delivery 
— all play a major part. Audience composition is also important. 
When properly documented and presented by the rep. this type of 
station and audience data can be of real service to advertisers." 

isor • 24 OCTOBER 1960 


urtesy Air Research 4 Dev 

In this official USAF photo, the main stage of a Thor missile drops 
away from the camera carried by a nose-cone, 300 miles up. 

How to grab attention in four states 

To strap the facts to a couple 
of space-worthy capsules: 
KGNC's TV signal stretches far beyond 
ordinary television transmission. It 
covers 539,300 people who live in 44 
counties; 271 cities, towns, villages and 
wide-places-in-roads. This electronic feat 
is accomplished by full power on Channel 
4, 12 community antenna systems, 6 
translators. The core, of course, is 
metropolitan Amarillo, Pop. 149,000. 

Second capsule : For 38 years, KGNC- 
AM has been the strongest, sellingest 
radio voice between Dallas and Denver. 
Consider that it's some 400 miles to 
either of these cities; you'll quickly see 
that we deliver a big, fertile market — 

320,000 radio homes in 80 counties. (We 
have only one rate card.) 

These radio/TV basics demonstrate 
vividly, we believe, that the Amarillo 
market is far bigger than Amarillo alone. 
Think about it for the schedule you're 
working on now, and for the facts of the 
market's buying power call Katz. You'll 
be happily — profitably — surprised. 

K6NC-TV and AM 

NBC Radio and Television 
in Amarillo, Texas 


Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


Pillsbury (Burnett) has thrown Chicago reps into more or less a state of confu- 
sion and frustration by its current pactice of buying spot tv for Pillsbury on a 
so-called formula basis. 

The formula, as reputedly handed down by some one in the Pillsbury organization is 
not quite clear, but it runs something like this : 

• You take the NSI metro data from NCS#3 and the last series of P&G credit home 
data (somewhat revised) and the end figures are divided into the number of dollars 
allocated to a market. 

• Standard of cost efficiency should come to around $3 per-1000-homes. (But, if it's in a 
single market, and it can be justified, the allowed cost may go as high as $5.) 

What disturbs the reps in bidding for the business is that they're not told what the 
formula is or how far off their figures are from the decreed CPM. In other words, 
they're operating in the dark; from the Burnett viewpoint, this should prove there's no 
attempt at trading down a station from its original figures, as some have suspected. 

Another disturbing element in the Pillsbury buyer-seller relationship: Pillsbury commer- 
cials haven't been getting to the stations in time and Burnett's being billed anyhow. 
Nobodv likes it and the reps are hoping things are put on a even keel soon. 

General Mills will be re-examining soon its whole media structure in collabora- 
tion with its several agencies. 

The survey will cover not only the weight in spot as against network but relative activi- 
ty in davtime vs. nighttime. 

Some marketers think it took lots of courage on S. C. Johnson's part to apply its 
corporate name to one of its lines: the shoe polish. 

The risk — and that's perhaps why P&G and Lever and others have refrained from doing it 
through the years : the product might not turn out a resounding success. 

About 90% of the Johnson Shoe Polish budget is going into tv. 

The reason: the marketing gimmick is an applicator; applicators have to be demon- 
strated; tv is ideal for demonstrable products, especially new ones. 

Note, competitors: S. C. Johnson is convinced the Johnson name inspires customer 

Virtually on the eve of starting an eight-week campaign, Bulova (McCann- 
Erickson) cancelled out of radio last week. 

The account was to use three-four stations in the top 25 markets at the rate of four 
or five a week. It was to be the big pre-Christmas push. 

As happened in the case of Pontiac recently, there was some question within the SRA 
about holding Bulova to the terms of the contract, with a decision in the negative. 

Probable cause: Bulova's extended as never before whatwith its Japanese watch line and 
the company finds it not easy to induce dealers to build inventory for the electronic set. 

Lever's top management asserts it knows what direction it wants to take with 
its advertising plan for 1961. (See 17 October SPONSOR-SCOPE, page 19, for reference.) 

The explanation: the company's holding back on media purchases for '61 until it's gath- 
ered all the facts and the best thinking within Lever and its agencies. 

• 24 OCTOBER 1960 


SPONSOR-SCOPE continued 

Stations can expect a spiral of business from the big three in the field of syn- 
thctic yarn manufacturing, namely, DuPont. Chemstrand and Eastman. 

The reason for their expenditures on the local level : the apparel makers who use the 
yarn have got into the strategem of insisting on assurance of advertising support 
at retail points. 

It's also a case of the apparel-maker playing one yarn-spinner against the other; like 
telling DuPont that Chemstrand or Eastman has already offered such support. 

Look for ABC TV and CBS TV to make a commercial package of the Inaugural 
Ceremonies, parade and ball and making it available in segments. 

The cost figures are being compiled at each of the networks. 

Standard Brands, which for a while looked like it was going to embrace radio 
in a big way. has changed its mind: it's sticking to tv for its major spot medium. 

It would have meant $3 million for the radio basket. At the most it'll probably be 
around S600,000. 

National-regional spot radio in 1959, according to the FCC, billed S188,143.- 
000, which is 9.4% better than 1958; the SRA had estimated $176,782,000. 

Local radio sales reached $359,138,000, a plus of 11.1% over '59. while the sale of 
network radio time dipped to 832,659.000. 

Following are the top 20 national spot radio markets for '59. as credited by the FCC: 

New York 
Los Angeles 
San Francisco 
St. Louis 

Washington, D. C. 






Mpls.-St. Paul 


Kansas Citv. Mo. 








(For further breakdown of 1959 radio figures see WASHINGTON WEEK, page 71.) 

The increasing complexity of media — especially tv — has upped the impor- 
tance measurably in agencies of the media planner's function. 

His job is not only to write the plans but to sell them to the client, something 
that had previously been the sole province of the account executive. The shift in the "selling ' 
responsibility is due to the complexity factor. 

The development of this level of specialist has had a considerable effect on the reorgan- 
ization of media departments. (For graphic spelling-out see page 29.) 

New York buyers are watching with a certain amount of amusement the stiff 
battle being waged for business among the tv networks' local flagship stations. 

The agencies say that there's never been such diligent and persistent solicitation from 
these sources at this particular time of the year. 

The orders apparently are to dispose of the remaining I.D.'s and 20's before the new 
season gets too much under way and the ratings settle into their grooves. 

For other new* coverage in this issue, see Newsmaker of the Week, page 6; 
Spot Buys, page 52; News and Idea Wrap-Up, page 66; Washington Week, page 71; SPONSOR 
Hears, page 74; Tv and Radio Newsmakers, page 86; and Film-Scope, page 72. 


















Dominates the Major Long Island Market (Nassau) 

. . . Delivers MORE Daytime Audience than any 

other Network or Independent Station! 


> 10,000 WATTS 



49th and 


Repreiented by Gill-P«rna 

Commercial Commentary 

I read with I obvious l consummate 

interest your piece today with Dave 

Stew art in the lead. I "Commercial 

Commentary." SPONSOR. 10 October I . 

The remarkable thing is that I sat 
adjacent to the conversation at lunch 
which revolved about your column. 
I did not know the people. 

Comments: "McMillin ought to 
know most clients don't want you to 
plav vourself up." 

"McCann is Harper. Harper is 
McCann. Nothing fuzzy about that." 

"He's right. We need it badly. 
But to merchandise a top guv takes 
time. It's either publicity or clients. 
Who I usually i wins?" 

And so on. Thought you'd like to 
know your column provoked much 
thought and at least some conversa- 

Edward W. Harbert II 
vice president 
Kenyon & Eckhardt Inc. 

New radio clients 

Have just finished reading your arti- 

cle "A Publisher Looks at Radio" 

1 22 August issue i for the second 


I think in it you have one of the 
most promising slogans and sales 
messages everv radio station manager 
could use in 1961. That would be. 
" Y\ hat new account did Ave develop 
for radio this week?" 

WSMN is proud to have brought 
into the radio fold such wide and 
varied advertisers as Trampoline 
Centers, United Rent-All outlets, a 
fellow who wanted to rent an apart- 
ment in a hurry, an answering serv- 
ice, a fellow who kills poison ivy in 
your driveway, several large indus- 
trial firms who don't sell a blessed 
thing in our market, a local kennel, 
and the list goes on. 

We believe without a doubt, that 
the future of our station depends a 
great deal on "what new account did 

we develop this week?" It might 
make a good slogan for radio in 
1961. and a campaign, which if con- 
ducted on the right selling level foi 
new business, can mean the best year 
spot local radio has ever had. 

D. A. Rock 
general manager 
Xashua. X. H. 

Radio editorials 

I read with interest sponsor's article- 
in the 26 September issue, i "Radi" 
Editorials Gain in Power" i detailing 
the scope and effectiveness of edi- 
torializing by radio stations. I am 
pleased that sponsor saw fit to men- 
tion the KCBS editorial on the Cit'. 
Hall riots, but I would like to point 
out that our station is located in the 
city of fog. rather than the city bi 
smog, as the article would have its 
readers believe. 

Incidentally. KCBS aired its first 
editorial on a vital community sub- 
ject in October. 1958. As a result 
of a recent KCBS editorial, the Sa:: 
Francisco Board of Supervisors 19 
considering construction of a new 
pier and breakwater, which KCB V 
suggested was necessarv to keep th P 
local fishing industry from seeking 
other ports. A copy of that editorial 
is attached. 

Robert E. Harris 

manager, adv. & sales promo. 


San Francisco. Calif. 


Just a note to express our apprecia- 
tion for the fine job you did in con- 
nection with the SPONSOR story on 
our latest Audience Dimensions sur- 
vev i "Want to Reach Younger Moth- | 
ers?" sponsor. 19 September i . Apart 
from the space the survey received, 
the story treatment was excellent. 

Robert M. Hoffman 
Television Adv. Rep<. 

v. y. c. 


CHALLENGE: Provide a way for some 400.000 TV homes in the Nashville 
area to see for themselves the weather conditions in 36 Kentucky, 3 Alabama 
and a full 50 Tennessee counties. 

SOLUTION: Radar, miraculous as television itself, scanning 65.000 square 
miles of the Central South, to show "live" weather patterns to viewers — ex- 
clusivelv from WLAC-TV. 

MORAL: Buv the station that wins audiences bv meeting the challenges of 
"'the times— WLAC-TV. ® of course. 

TMM the "way" station 


to the central south 

Ask any Katz man — he'll show you the nay! 

Robert M. Reuschle, General Sales Manager 

T. B. Baker. Jr. Executive Yi.-e-Presi.lent an.l General Manager 


33 Years of Community Service 


The answer is simple — never! 

At least, in 33 years, no Storer Station has been able to manage it. 

Public preference changes too fast and so do each community's needs. That is 
why every Storer Station is locally oriented to the particular community it serves. 

Only by knowing community problems from day to day have we been 
able to help solve them. Only through constant check on listener and viewer 
preferences have we been able to build loyal, responsive audiences 
— responsive, that is, to your selling messages. 

Keeping the public informed and entertained, and working for a better 
community is a day-to-day, often an hour-to-hour, even minute-to-minute job. 

We've never found a way to format community service. It's too big... 
too fluid... too much of a responsibility to be frozen — even for one day. 

Of course, increased sales is your big interest. And we're with you 
in this — all the way. Call us. We'll be happy to prove it. 











IATIONAL SALES OFFICES:: 625 Madison Ave., N.Y. 22, PLaza 1-3940 / 230 N. Michigan Ave., Chicago 1. FRanklin 2-6498 



24 OCTOBER 1960 

Donahue & Coe media 
re-alignment reflects 
spreading new trends 

MODERN media unit in action 
(I to r): Stuart Kaufman, buyer; 
'Gordon Vanderwarker, media 
mgr; Gerry Arthur, v.p.-in-charge; 
Peter Dalton, supervisor, and 
with back to camera, buyer 
Harry Durando. D&C has added 
■middle level execs, research, 
all-media buying to department 


To keep pace with the industry's growing complexity, agencies are 
beefing up their media units; middle-level execs, committees added 

I I here's a quiet revolution going on 
in agency media departments. 

• They're growing in size and 

I • Bright, young, figure-minded 
men are moving into top posts 

1 ' • Media analysts are playing a 
ilarger role, and research departments 
ire heing integrated into media 

[ • The department's authority in 

network tv purchase decisions is on 
the rise. 

There are exceptions, of course, but 
ever-growing volume and complexity 
of broadcast advertising has brought 
on a new look in many a media de- 
partment. Some of media's added 
weight is bound to come from pro- 
graming departments, as a result of 
the spread of spot carriers on net- 

work tv. "The show is no longer the 
biggest element," points out youthful 
Gerry Arthur, media v.p., Donahue 
& Coe. "Other factors — cost-per- 
1,000, product distribution, audi- 
ence profile, station lineup, etc. — are 
taking over, and it's the media de- 
partment that knows the scene." 

Recent changes at Cunningham & 
Walsh are representative of the re- 



tooling apparent all over the lot. C&W 
had added depth by creating five 
levels of planning and buying author- 
ity, where formerly there were three. 
The accounts are divided into four 
group?, each headed by a media su- 
per* isoi responsible for the actions of 
his groups media buyers. Supervisors 
report to one of the agency's two 
group media directors, each in charge 
of two account groups. 

Responsible for all planning and 
strategy of accounts in their baili- 
wick, the group media directors are 
an example of the additional, medi- 
um-level executives popping up in a 
large number of media departments. 
At C&W they report to v.p.-associate 

media director Edward T. Baczewski 
and Newman F. McEvoy, senior v.p.- 
director of media. 

An additional new tool assisting 
C&W's media department to cope 
with its increasingly complex respon- 
sibilities is the media services section 
made up of media analysts now oper- 
ating as a full-fledged unit within the 
media department. They carry on a 
regular program of digesting the 
mountains of published material in 
the field, and are available for special 
assignments having to do with indi- 
vidual accounts. 

Donahue & Coe is another of the 
agencies lately beefing up the media 
department. It has added a media 

manager and three supervisors to the 
lineup. All accounts get a periodic 
revue by the media plans board, con- 
sisting of v.p. Arthur, media manager 
Gordon Vanderwarker, the media su- 
pervisor on the account to be ex- 
amined, and the media buyer most 
active with the account. 

According to Arthur the D&C me- 
dia department, in addition to its 
day-to-day operations, maintains a 
constant search for "new uses for es- 
tablished media." The media research 
department, recently incorporated 
into media, allots a good proportion 
of its time to this quest, and presents 
special reports on the subject to the 
department periodically. 



Sr. Vice President 












Five levels of decision are now indicated for most media buys through C&W, where formerly there were but 
full-fledged research unit newly integrated into media. Such changes are in work among many agencies | 


A highly salient factor in the re- 
cent re-alignment at Lennen & Newell 
is withdrawal of media strategists and 
planners from many of the front- 
line distractions that might impede 
them in their increasingly complex 
job. Six "assistant media directors — 
contact" were created, each doing the 
planning for an account group. They 
work in conjunction with their su- 
pervisor (one of the two associate 
media directors), and media director 
Herbert Zeltner, another of the new 
wave of young media leaders. 

While media departments are tak- 
ing on larger responsibilities in net- 
work tv decisions due to the spread 
of spot carriers — Donahue & Coe and 

Cunningham & Walsh are cases in 
point — this is no unanimous trend. 
At Young & Rubicam the opposite is 
noted by William E. (Pete) Matthews, 
media relations v.p.-director. Though 
his unit is responsible for media se- 
lection, the programing department 
maintains the last word on which 
shows to use if network is recom- 
mended and it carries out all net- 
work negotiations. Time selection is 
in media's bailiwick, but with spot 
carriers, once you've picked the show, 
the time follows automatically. 

Matthews foresees an upsurge of 
spot buying, however, and therefore 
a heightened role for his department. 
He feels the proliferation of filmed 





U— „ — _ 









ree (new posts in color). Also shown in color is media services, a 
king on heightened responsibilities in an ever-more complex industry 

Rapid tv decisions come out of 
Benton & Bowles. Media, pro- 
graming headed by v.p. Lee Rich. 

shows on network tv will usher in 
heavier usage of syndicated shows, on 
a participation or client-purchase ba- 
sis. "Syndicated shows can be just 
as good as what the network offers, 
now that almost everything is on 
film," he asserts. "With this type of 
show we can build a network, mar- 
ket-by-market for the client." 

For purchase of participations in 
station-controlled syndicated shows, 
Y&R's media department is entirely 
in charge. If the client is to buy a 
show, media and programing share 
in decisions as to show selection, and 
media handles the station placement. 

At Benton & Bowles a former me- 
dia man has been placed in charge 
of both media and programing. 
Though on the surface this would 
seem indicative of media's ascendancy 
at programing's expense, this is vig- 
orously denied by the man with the 
dual assignment, v.p. Lee Rich. 

He insists that each department 
maintains its autonomy and points 
out that manpower is the same as 
ever — 100 in the media department, 
90 in programing. According to Rich, 
all tv-heavy agencies would do well 
to blend the departments. This way 
both sides learn of the new show of- 
ferings and available time periods at 
the same time. Better analysis and 
recommendations can be made more 
rapidly and more completely he says. 

Additionally, Rich considers it es- 
sential for efficiency that members of 
each department be familiar with the 
function of the other. "In tv media 
and programing are so closely re- 
lated," Rich says, "that they ought 
to be under one head." ^ 

, (ONSOR • 24 OCTOBER 1960 


* <K$ V® 

I he '"sinner? who represent a fair- 
lv sizable minority of stations" have 
made agencies extremely wary of 
agreeing to more or longer chain- 
breaks and a relaxation of product 

Media directors saw "the ugly 
specter of over-commercialization" 
hovering over virtually all of the 
seven points contained in the tv affili- 
ates' "counter-attack on spot carri- 
ers." which was disclosed by sponsor 
last week. 

A "new round" of triple spotting. 
of chipping away at time paid for by 
network sponsors, and of ad taste in 
the positioning of local spots, was 
forecast by media men last week if the 
affiliates' suggestions were agreed to 
in toto. 

Oddly, most admen were sympa- 
thetic to station efforts to offset web 
tv's completion, but felt that as they 
were presented they tended to give 
the stations too much of a selling ad- 
vantage. As a Chicago-based adman 
put it. "The proposals over-correct the 
imbalance that now exists in favor of 
the networks." 

Taking a softer line than the net- 
works | whose comments appeared in 
sponsor last week I . most agencies 
contacted by sponsor indicated that 
with one or two exceptions the sug- 
gestions were not unreasonable. But 
thc\ warned that without thorough 
industry policing and control, the 



^ Media directors wary of proposals 
to increase the number of chainbreaks, 
and to lengthen them by shaving shows 

^ They agree, however, on suggestions 
for relieving product protection rules 
and the sale of unsold network minutes 

whole system of network-affiliate re- 
lations in the areas of chainbreaks 
and product protection could turn 
into a hodge-podge. 

On the matter of product protec- 
tion, their official comments some- 
times varied from their private re- 
marks. Speaking for the agency, most 
would go only so far as to say that 
"the rules of product protection 
should be more explicit so as to make 
the station's position more flexible." 
Speaking for themselves, some con- 
curred in the opinion that "product 
protection as we know it in tv is often 
unreasonable and cannot be main- 
tained much longer." 

The seven points, to which the net- 
works replied in last week's SPONSOR, 
were proposed bv several anonymous 
but influential affiliate station owners 
and managers. Here are the sugges- 

Point One — Provide as much no- 
tice as possible of sponsorship 
changes and not hold the affiliates re- 
sponsible for product conflicts atten- 
dant thereto short of a lapse of 28 
days from the giving of such notice. 

Point Two — Review the whole 
problem of product protection with a 
view toward restricting advertisers to 
fewer products for protection pur- 
poses; specifically, restrict the num- 
ber of products of the parent com- 
pan] that can be carried in a major- 
minor program purchase. Moreover, 

restrict the products carried in the 
sponsored programs. 

Point Three — Provide the stations 
with additional minute breaks be- 
tween commercial network programs 
in the daytime in lieu of conventional 
20-second and 10-second break posi- 

Point Four — Permit in stated pol- 
icy affiliates to sell daytime minute 
announcements adjacent to unsold 
network programs, accommodating 
such by ending these programs 35 
seconds early. 

Point Five — Provide middle breaks 
in all hour-long shows currently on 
the schedule or planned for the fu 
ture whose formats follow such breaks 
without harming the program's con- 
tent, fn the case of dramatic pro- 
grams in which a station break would 
be an intrusion, eliminating the mid- 
dle break therein, stations to be giver 
40 seconds before and after such pro- 
grams to allow the stations to partial- 
ly recapture the revenue lost bv the 
elimination of the break position at 
mid-program point. 

Point Six — Work toward the sched- 
uling of nighttime network programs 
so as to permit affiliates to schedule 
up to two 20-second announcements 
between the programs. 

Point Seven — Permit affiliates to 
sell locally unsold minutes in net- 
work shows on a two-week recaptur- 
able basis. 



The most acceptable of the points 
was the first, asking for 28 days no- 
tice of sponsorship changes. Com- 
posite reaction: This is the most rea- 
sonable of all the suggestions. Every 
effort should be exerted by the spon- 
sor and network to notify affiliates of 
such change even more than 28 days 
in advance. 

Media directors were willing to 
consider the stations' side of the prod- 
uct protection argument, Point Two 
— calling for a review of the whole 
problem. But some of the suggestions 
were greeted universally by the cry 
of "Unreasonable!" 

Representative remarks on this pro- 

posal included: "Advertisers and 
agencies must have broad product 
protection for their multiple-line com- 
panies if these advertisers are to con- 
tinue to use television in the major 
way they do now. The increasing 
cost of network tv, coupled with long- 
term program and time contracts and 
the fact that the buying season gets 
earlier each year, all make network 
tv a big gamble for the advertiser. 
The gamble pays off often enough so 
most advertisers are willing, at this 
point, to continue in the medium." 

Declared another media man, "We 
disagree that advertisers should be 
restricted to fewer products for par- 

ticipation purposes. It should be 
possible, however, to provide greater 
flexibility to stations by supplying 
schedules 60 days in advance. 

"Products that a sponsor carries 
on his program should not be re- 
stricted if the agency gives this ad- 
vance notice. Advertisers, in turn, 
should in all fairness relax arbitrary 
and sometimes dictatorial product 

Off-the-record estimates of the fu- 
ture of product protection itself re- 
sembled those of the station men. A 
fair example: "Most advertisers and 
agencies have gotten themselves into 
a vacuum-type world if they really 


Affiliates have proposed (l) additional minute breaks between com- 
mercial network shows in daytime instead of conventional 20- and 10-second 
breaks; affiliate selling of daytime minutes adjacent to unsold web shows; middle 
breaks in all hour-long shows when such breaks do not harm program's content 
-or, eliminating middle break and substituting 40 seconds before and after such 
programs; two 20-second spots between nighttime shows, and the sale of unsold 
minutes on a two-week recapturable basis. 

Media directors answer that in view of the difficulty of clearing time 
and the increasing cost of network shows, it would not be practical to lessen 
the desirability of those shows by increasing the amount of commercial time on 
a local basis at the expense of the network advertiser who, after all, makes 
valuable adjacencies possible in the first place. Over-commercialization would, in 
the long run, affect the size of the audience and hurt the advertisers, the 
networks, and the stations. 


think product protection on tv is 
something they can maintain. After 
all. there is none in magazines, and 
in t\ even under the present restric- 
tion-, competitive messages are 
bouncing off the consumer's head 
from ever] direction." 

"Protection is a fable," said an- 
other. ''You may have it on one net- 
work. hut the viewer switches chan- 
nels at will and who can say what 
commercials he is seeing? 

"Many agencies use the fable of 
product protection," the second 
spokesman continued, "as a competi- 
tive clog to freeze out the competi- 
tion. But everyone loses. The net- 
works lose because of lock-outs. The 
sponsors lose because the next time 
it's they who are locked out. More 
and more product protection has be- 
come a competitive weapon. 

"Back-to-back protection is feasible 
and necessary, but the degree to 
which protection has been carried is 
unrealistic, and makes advertising 
less efficient." 

Points Three through Seven, which 
call for more time during chain- 
breaks, more daytime breaks, ending 
daytime shows 35 seconds early, mid- 
program 40-second breaks in night- 
time hour shows and the sale of two 
20's at night, leave agencies wary of 
"the sinners." 

Agency reaction to additional day- 
time minute break suggestions: "You 
will find that most major agencies 
who have been active in the area of 
trying to police the multiple spotting 
problem would be very concerned 
with this development. 

"Although the sinners represent a 
minoritv of the stations, it is a fair- 


* spot 
orer-c err. er c 1 a 1 1 ze 

I rer.cie? 
- r network adrertlsara 

I :leot. 

THE SIGNIFICANCE of this bitter attack on the affiliates' proposals is that it came from the 
vice president and media director of one of the most influential New York-based agencies; one 
that is among the leaders in almost every category of air media billings, both network and spot 

ly sizable minority which would tend 
to take advantage of the longer sta- 
tion breaks, and I am afraid it could 
lead to a new round of triple and 
multiple spotting." 

As another agency source put it, 
"This might be all right if limited 
(and policed) to single one-minute 
commercials. But that is probably 
an unrealistic desire on our part, be- 
cause stations will probably do any- 
thing they want with the time." 

In commenting on Point Four 
(adding a daytime minute adjacency 
by ending programs 35 seconds 
early), agencymen all point to the 
truism that "advertisers and agencies 
aren't so concerned Avith the amount 
of commercial time — i.e. a minute in- 
stead of 30 seconds — between pro- 
grams, as they are w ? ith the number 
of spots which are put back to back." 

One answered with a resounding, 
"No!" Actually, he said, this amounts 
to shaving the network shows 35 sec- 
onds, shows being paid for bv net- 
work sponsors. "I see the ugly head 
of over-commercialization popping-up 

Media directors were also opposed 
to Point Five: that middle station 
breaks be provided in more of the 
hour shows. They indicated that they 
would much prefer to see a complete 
elimination of middle station breaks 
of all hour shows, even at the cost of 
increasing the chainbreak. 

They noted that the way the sug- 
gestion is worded, "stations to be 
given 40 seconds before and after 
such programs," would seem to cre- 
ate an 80-second chainbreak for the 
local station. This, they predicted, 
would lead to "all sorts" of triple 
spotting abuses. 

The general response to Point Six, 
permitting two 20's between night- 
time shows, was, "No! This would 
just encourage over-commercializa- 
tion. It would be abused." 

The problem, thev said, is one of 
educating the advertiser to I.D.'s. be- 
cause if a station starts double-spot- 
ting 20's it'll soon be selling less 
of these, too. 

Summing up the agencies' position 
on an increase in chainbreaks: 

We understand the purpose behind 
the suggestions and agree that many 
times it is difficult to clear announce- 
ments for local or regional adver- 
tisers. But it is also frequently diffi- 



ult to clear time for a network ad- 

In view of the difficulty of clear- 
ing network time, particularly dur- 
ing evening hours, and the increasing 
host of network shows, it would not 
seem practical to lessen the desir- 
ability of those shows by increasing 
he amount of commercial time on a 
ocal basis at the expense of the net- 
work advertiser. After all, it is the 
letwork advertiser who makes adja- 
cencies possible in the first place. 

In the long run, over-commerciali- 
sation is going to adversely affect the 
dze of audience delivered, which will 
vork to the disadvantage of not only 
he advertiser concerned, but also the 
letworks and the stations. 

Media men almost unanimously 
called Point Seven (permit affiliates 
o sell locally unsold minutes in net- 
work shows on a two-week recaptur- 
iible basis) "a very acceptable pro- 
losal." They declared that if the lo- 
•al stations would sincerely accept the 
Responsibility for maintaining com- 
petitive product separation and rea- 
sonable standards of a good taste in 
*he acceptance of local advertisers 

KVho would be put in network shows, 
s could work. 
"But," each and every media direc- 
■ added, they are concerned about 
■]he minority of "irresponsible station 
taanagements" who would not take 
he trouble to police the competitive 
ituation which could develop be- 
Veen local sponsors and network 
■ponsors within the framework of this 

; One adman called for a firm prom- 
*e from the stations of "common 
*ense compatibility" when inserting 
)cal messages into network shows, 
•mother stated that the permission of 
le network sponsor should be given 
nly if it were clear that the network 
ad some say in what kind of com- 
iiercial was permitted. 
| "It has always seemed to me," said 
lie media director of an agency rep- 
resenting one of the top tv-billing 
lutomobiles. "that it could be ar- 
ranged by the networks to have affili- 
|tes sell locally those unsold minutes 
i 1 a network show." 
J "If the necessary arrangements for 
dent and production compensation 
'3uld be made," he said, "it seems 
| >gical to have the stations use the 
( Please turn to page 64) 


^):in Francisco was the city, KPIX 
the station, and advertising sales pro- 
motion manager Chris Christensen 
the target for a neat little promotion 
stunt pulled by a couple of bright, 
ambitious amateurs a few weeks ago. 
Having gone through the ritual of 
setting up a job interview with Chris- 
tensen to demonstrate a new tech- 
nique of film promotion, the amateurs 
— Colon Brown, Jr. and Sheldon Fay, 
Jr., a couple of Stanford Uiversity 
graduate students — devised a plan to 
insure their interview would come off 
as no ordinary one. 

On the morning of their appoint- 
I ment the two boys, equipped with car 
1 and camera, followed Christensen on 
i his daily trip to the studio. Result: 
I From the moment he started out, till 
H he parked at the studio, Christensen's 
1 every move was captured on film. 
Plus some. As Christensen stepped 
I out of his car and sauntered toward 
1 the studio entrance, an eye-catching 
i brunette approached him. She smiled. 
I "Would you like to kiss me?" she 
1 said, mincing no words. 

Not one to be noticeably caught off 
jf guard, our man replied that he was as 
3 red-blooded as they come, but it was 
ti mighty early in the morning, and 
1 what was the pitch anyway? 

The young lady's pitch, she forth- 
•A rightly told him, was a kiss for a 
I donation to the United Crusade. 
j Christensen quickly agreed to the 
H terms, and the bargain was sealed. 

| And might have been forgotten, if 
i the same girl didn't reappear at his 
H office a few hours later with the two 
U young heroes of our story. Surprised 
« is a poor word for the look on Chris- 
B tensen's face, but it's adequate when 
($ compared with his reaction to the 
if five-minute film of himself the boys 

It should come as no surprise to 
p readers, however, that both Colon 
H and Sheldon packed a wallop of an 
H impression. Next time Christensen 
|§ needs some outside film promotion 
help, "I'll get hold of those green- 
horns who taught an old hand like 
me a new trick," he says. ^ 

'IT WORKED!' she laughs into camera. "He 
fell for it hook, line, and sinker!' Which Chris- 
tensen had to admit when he was treated 
to a view of his morning's venture on film 

(PONSOR • 24 OCTOBER 1960 


^ Hero are some answers for agencymen 
who are trying to explain subject to the client 

^ Martin Mayer's article in 'Esquire' goes 
into both theory and practice of sampling 

It's not easy to explain how accurate ratings really 
are, though researchers consider the theory behind 
sampling as proven beyond doubt. Martin Mayer, 
author of "Madison Ave., U.S.A.," a respected tract 
about a business not often respected, tries his hand 
in a piece written for the November issue of Esquire 
magazine. With the election coming up, Mayer's 
article went into the subject of political polling at 
length, but a considerable part of the article (re- 
printed in part here) covers the general subject of 
sampling and probability. Mayer avoids oversimpli- 
fying a complicated subject, but sponsor editors 
feel that the reader who pays close attention will 
gain a greater insight into the subject — and perhaps 
satisfy some of the nagging doubts. Below, the 
author samples the fish without asking any questions. 

^%t a meeting of radio and television broadcasters thm 
years ago, the A. C. Nielsen Company gave an odd am 
persuasive demonstration of the product it sells. Because 
the product is market research, the company could 
scarcely offer a taste or a feel or even a pitchman's sh< 
Instead, Nielsen offered the assembled businessmen a 
chance to prove for themselves the mathematical theory 
which forms the foundation for such topics of general 
discussion as political polls, television ratings, cost-of-! 
living figures, unemployment statistics, does-smoking- 
cause-cancer, national income estimates, and the like. Thi 
theory is called "sampling."' and the demonstration, callec 
"Sugar Scoop," was ingenious — worthy to represent the 
proprietor of the nation's most intricate and most widely: 
accepted television-rating service. 

What Nielsen did was to fill a bowl with ten thousand 
ball bearings. Most of the ball bearings were silver steel, 
but one in ten of them was bright yellow brass. In the 
bowl rested an ordinary sugar scoop, with which any 
visiting businessmen who cared to try his luck ladled out 
balls at random and poured them into a funnel device 
which fed five clear plastic tubes, each capable of hold- 
ing 100 bearings. The number of brass balls in each 
"sample" of 500 was counted, and then everything was 
returned to the bowl. 

Over the six days of the experiment, some 511 samples 
were pulled from the bowl. Some of the businessmen, as 
any mathematician could have predicted, beat the game. 

To be accurately representative of the "universe" — 
the ten thousand ball bearings in the bowl — a sample of 
500 should have contained exactly 50 brass balls. One of 
the visitors found only 31 in his lot; another, remarkably 
fortunate, pulled 79. Of the 511 samples, however, only 
53 contained fewer than 40 or more than 60 brass ball- 
In other words, it was true nine-tenths of the time that 
by looking at only 500 out of 10.000 B-B shot in a bowl 
you could describe within two percentage points the pro- 
portions of different-colored shot in the total. . . . 

An electronic calculator can demonstrate that the odds 
are better than two-to-one that a random sample of 1,000 
cases will give a result within 1.58 percentage points of, 
the correct answer. (It makes little difference whether 
the universe contains a million or a hundred mil 
units.) If you consider that the figures were about three 
per cent off in the 1950 Census of the United State: 
when monstrous numbers of interviews went out to count 
every living nose, you must agree that a "standard error" 
of 1.58 percent in a sample makes a highly accepted 

Except that — and here the mathematicians depart, com- 
plaining loudly, from the offices of the practical pollsters 
— no actual research project can claim accuracy as good 
as mathematical theory predicts. For the theory assumes 
a truly "random" sample, and human effort is too con- 
ditioned by history to produce random results. The best 
of the research firms usually do not relv on what anv in- 
dividual might regard as "random." Thev seek instead 




THE THEORY of sampling is valid simply beyond 
question. The Census Bureau has proved it over 
and over again, drawing samples as small as 400 
from the 45,000,000-plus households of 1950, and 
coming within three percentage points of the cor- 
rect answer on about eighty-five out of every 100 

AN ELECTRONIC calculator can demonstrate that 
the odds are better than two-to-one that a random 
sample of 1,000 cases will give a result within 1.58 
percentage points of the correct answer. (It makes 
little difference whether the universe contains a 
million or a hundred million units.) 

EXCEPT THAT— and here the mathematicians de- 
part, complainingly loudly, from the offices of the 
practical pollsters— no actual research project can 
claim accuracy as good as mathematical theory 
predicts. For the theory assumes a truly "ran- 
dom" sample, and human effort is too conditioned 
by history to produce random results. 

THE WHOLE purpose of sampling is to save 
money. . . . The information gathered from asking 

everybody is more likely to be accurate than the 
information from a sample. The defense of sam- 
pling in a commercial situation is that the sample 
will give information accurate enough to form a 
basis for sound decisions — at a cost infinitely 
lower than that of a census. 

BUT EVEN after all the neutral probability tech- 
niques have been employed, there remains a dis- 
turbing "who's-who" aspect to any sampling op- 
eration which involves people. Not everyone will 
answer an interviewer's question. There are differ- 
ences in intensity of feeling, vitally important to 
the man who is planning to market a new product 
or get himself elected president, but very difficult 
to pull out reliably from questionnaire results. 

TOO MANY people have a stake in the results 
of both polls and ratings. Politicians have been 
forced to deny that they pay attention to polls, 
which is nonsense. Television network officials 
whose week is made or ruined by the ratings will 
tell investigators that their decisions aren't in- 
fluenced by what the rating services say, which is 
even worse nonsense. 11 

the more exactly described "probability sample." in which 
each member of the universe to be measured has an equal 
chance of selection as part of the sample. But even here. 
with the blank neutrality of the electronic calculator 
thrown onto the scales, genuinely "random" results can- 
not be achieved. "Blueprints of airplanes don't fly," savs 
Warren Cordell. chief statistical officer of the A. C. Niel- 
sen office, a quiet enthusiast with apple cheeks and an 
Indian accent. "There are lots of perfect sample designs, 
but in field surveys there are no perfect samples." 

The failure to assure that all possible respondents have 
an equal chance to be asked mav introduce into the re- 
sults a "bias" of unknown dimensions. On the coarsest 
level, for example, a man who did his political polling in 
a working-class district of Boston would come up with a 
prediction of a Kennedy landslide unlikely to occur na- 
tionally. A service which rates the popularity of television 
programs by calling telephone numbers in cities can be 
accurate nationally only if farmers and other rural resi- 
dents have the same viewing habits as city dwellers — an 
unreasonable assumption. . . . 

The whole purpose of sampling is to save monev. 
Mathematicians can have some fun pointing out that the 
standard error on a perfect sample of 1,000 is substan- 
tially lower than the actual error of Census results, and 
George Gallup can comment sarcastically on "this fatuous 
notion that you must be accurate if you ask everybody." 
But, of course, the information gathered from asking 

everybody is more likely to be accurate than the informa- 
tion from a sample. The defense of sampling in a com- 
mercial situation is that the sample will give information 
accurate enough to form a basis for sound decisions — at 
a cost infinitely lower than that of a census. Perhaps the 
first fact a researcher wants to learn from his client is 
how accurate the information must be, because the cost 
of the project rises drastically each time you knock a per- 
centage point off the margin of error. 

One way of saving money is to limit the size of the 
"universe," to sample only from those groups which can 
be expected to give useful answers. In checking the mar- 
ket for a new gadget on a power mower, the researcher 
will avoid wasting interviews on city dwellers. Nielsen 
does not include in his tv-rating sample that eighth of 
the population which does not own a television set. Usual- 
ly the distinctions are more subtle, and the researcher pro- 
ceeds by trial and error. As Alfred Politz puts it with his 
great gift for analogy, the researcher is often in the posi- 
tion of an artillery officer who knows that the enemy guns 
are in the wooded hill across the way. but doesn't know 
where. He has mapped out the enemy terrain into a thou- 
sand squares, and given his guns square-by-square firing 
orders to saturate the hillside. Suddenly there appears 
in his camp a spy — "an unreliable spy whose information 
has not been wholly trustworthy in the past." The spv 
examines the officer's map, and says that the enemy's guns 
are in square 196. "What do you, as the artillery officer, 


do?" Politz asks. "You shoot in thai 
square first. If the spy is wrong, you 
have lost noting. If the spy is right. 
you saved 999 shots." 

The major money-saving device is 
called "clustering." The modern 
"probability" sample eliminates the 
old bias of interviewer judgment by 
sending the interviewer to a specified 
house on a specified lot. or to a speci- 
fied apartment in a multi-family 
dwelling. Every square mile of the 
United States has heen mapped, by a 
municipality, a fire-insurance com- 
pany, or a government agency. The 
Census Bureau has mapped hundreds 
of thousands of "Census Tracts." 
Each dwelling unit on each map is 
assigned a number, each map has a 
number, and selections are made by 
means of "random-number tables," 
eliminating human judgment entirely. 
A straight probability sample, how- 
ever, will probably permit an inter- 
viewer no more than one or two col- 
lections a day. He will have to spend 
the rest of his time traveling several 
hundred miles to get to the next house 
on the list (and then return to "call 
back" on the family that wasn't 
home). To avoid the travel expense 
and the waste of salaries, therefore, 
researchers "cluster" their sample 
geographically, gaining a much larger 
sample for the same cost. 

How much clustering should be 
done is a matter of controversy 
among statisticians, though there is 
general agreement that it all depends 
on what vou're measuring. The 
greater the homogeneity in a region 
or a social class, with respect to what 
you are measuring, the more danger- 
ous the clustering. The technical term 
is "intraclass correlation," and every- 
one "takes it into account." William 
Hurwitz of the Census Bureau feels 
that manv private organizations "ex- 
aggerate the costs of travel," and thus 
may pull too many responses from 

I too few clusters. The Federal Re- 
serve System has a hunch that the 
Census Bureau may demand an un- 
necessarily expensive purity of dis- 
tribution in the sample. Government 

I agencies, however, must always be 
more cautious than private firms in 
arranging their samples. The com- 
mercial researcher finds a workable 
answer for a single client, suited to 
(Please turn to page 54) 

DISCUSSING the NBC research study on behalf of Proctor-Silex are (I tc 
Rambo, advertising mgr., P-S Corp.; Max Tendrich, Weiss & Geller account i 
Marvin Baiman, mgr. NBC research projects & Larry Wisser, W & G senior ' 

.p. & creative dir. 


^ Research study shows success of appliance firm's 
plunge last spring on six daytime shows, one special 

^ Weiss & Geller blue-printed Proctor's increased use 
of spot tv over seven years ; foresaw '60 as network year 

■ ^roctor-Silex Corp. has taken a 
plunge into daytime network tv. After 
building up distribution and dealer- 
ships with spot tv over the past seven 
I years, the small appliance manufac- 
turer initiated a six-week daytime 
campaign on NBC TV last spring and 
has doubled this venture for the fall. 
The tv budget, all on NBC, is 80% of 
; Proctor's national media advertising 
■ expenditure, roughly Si million. 

Proctor, and its agency, Weiss & 
' Geller, have come a long way from 
i the one-market spot saturation cam- 
paign initiated in 1954 as Proctor's 
| toe-wetting start in tv. Progressively, 
| Proctor increased its spot tv advertis- 
ing through 1959 ($551,000 in spot 
j last year, according to TvB), pri- 
j marily to secure ample distribution 
and dealerships (sponsor, 11 June 
1956) as well as establish product 

With this accomplished, and with 

the merger of Proctor Electric with 
the Silex Corp. on March 1, 1960, 
the plunge into network tv was made 
last spring, and the results are tre- 
mendous. For one thing, Proctor sales 
are 25% ahead of the first nine 
months of 1959. Max Tendrich. W&< ! 
executive vice president and account 
executive told SPONSOR. He pointed 
out, however, that the industry on the 
whole is not ahead in sales by this 

The network tv plunge is the re- 
sult of Weiss & Geller's planned ex- 
pansion of the use of tv for Proctor, 
which started with the one-market 
buy in 1954. When the agency took 
over the account in the early '50's a 
spot tv blueprint, was made, which 
opened up to markets, one by one, 
to the point where it became econom- 
ical for Proctor to enter network tv. 
With the Proctor-Silex merger came 
an approximately doubled sales and 


24 OCTOBER 1960 

Btribtuion staff. Therefore, taking 
Ivantage of the increased manpower, 
id the market-by-market saturation 
lilt up bv the spot campaign, ''we 
;re ready for network tv," said 
plliam Y. E. Rambo. Proctor ad 

iThe results of Proctor's initial net- 
|>rk campaign are evidenced in a 
pcial study made last month by 
BC's research department, on behalf 
Proctor-Silex. The study deals 
jsicallv with audience size and direc- 
|n and appeal of Proctor's spring 
J60 NBC TV campaign, as well as 
! advertising impact which accrued 
the sponsor. NBC decided to initi- 
■ the studv last spring when Proctor 
ide its heavy switch from spot — a 
nificant boost to daytime network 

Here are some of NBC's findings: 

• Proctor's spring campaign em- 
ployed the unique combination of six 
daytime programs, plus a nighttime 
special, the Jerry Lewis Show, for a 
total of 60 minutes of commercial 
time over six weeks. 

• During this period Proctor 
reached over 27 million different 
homes representing six out of every 
10 tv homes. The average viewing 
home tuned to over four and one half 
episodes. NBC estimates that the gross 
rating points for the entire six-week 
campaign was 450 points. Nielsen 
figures were used. 

• In a typical week of the daytime 
campaign, Proctor had nine minutes 
of commercial time with the average 
minute viewed by 4.1 million people 
(2.7 million homes times 1.52 viewers 
per set I . resulting in a total of 37 
million impressions each week. 

• The daytime campaign was most 
heavily concentrated in those homes 
that are the best appliance customers, 
namely young housewives, higher in- 
come homes and larger families. The 
five-week cumulative audience was 
22' i above average in the homes 
with housewives 35-49 vear of age 
and 12' < above average in the 16-34 
group (6th week of the campaign 
was a Nielsen black week). Homes 
with housewives over 50 years of age 
were 10% below average, however. 

• The cumulative rating among 
homes with five or more persons was 
25% above average, while among 
homes in the §5,000 a year and over 
bracket the rating was 7% above the 
average and 2 r r above average in the 
88.000 and over group. 

Here is what NBC's special study 
(Please turn to page 56) 


"How would you rate Proctor Toasters . . .one of the best, 
very good, good, fair or poor ? " 






20.1 1+5.2 194 


Before After 

Before After 

Before After 

Typical chart in NBC's study on the effect of Proctor's spring NBC TV campaign. "Before" and "after" 
refer to random calls made prior to and after the campaign. Heavy viewers saw at least 10 of Proctor's 
possible 60 daytime quarter hours or five segments and the 'Jerry Lewis' special. Non-viewers saw none 

NSOR • 24 OCTOBER 1960 


^ Here are answers to a dozen questions asked by 
U. S. advertisers and agencies entering overseas tv 

^ What you should know about U. S. foreign branches, 
program buying, commercials, stations, and restrictions 

43 U. 




All L. A. 

Goodyear Tire 


Compania Toddy, Max Factor 


Shell Oil 

Costa Rica 

Cliquot Club, General Tire, Admiral, Motorola, 
Westinghouse, Gibson Kitchens, GE, Wurlitzer, 
Philco, RCA, Scott's Emulsion, Numar margarine 




TAN Airlines, Sherwin-Williams 


Orange Crush, American Airlines, Bristol-Myers, 
Procter & Gamble, Corn Products Co., Kimberly- 
Clark, Warner-Lambert 

Puerto Rico Esso Standard Oil, Shell Oil, Nestle, Nabisco, 
Fresh Milk Coop., Corona beer, P&G, GE, Chase 
Manhattan Bank, Kellogg, Borden, General Mo- 
tors, Crosley, Ford, Hazel Bishop, Bristol-Myers, 

Ven ez twin 

Borden, General Motors, Richard Hudnut, Lucky 
Strike, Sears Roebuck, Standard Brands, Corning 
Glass, Bristol-Myers, Chesterfield 

*sourck: ITP 

I he rise of overseas operations . 
American companies has posed n^ 
problems and neiv opportunities I 
advertising abroad. To introduce a 
vertising managers to overseas tv ai 
to discuss some typical tv problen 
of U. S. companies with forei^ 
branches, sponsor presents this int^ 
view with Edward J. Stern, found 
and president of International Telet 
sion Programs \1TP\ — a compat 
for seven years the international <L 
tributor of Ziv-UA tv films. 

What percentage of program ordi 
from overseas advertisers are plaa 
through the parent company or 
agency in the V. S.? 

The percentage of orders placed Y 
overseas branches through their d 
fices or agencies in the U. S. is J 
than 1%. But important screenin 
do take place in this country 
L . S. advertisers and agencies, wt 
in turn suggest and recommend pai 
ticular types of shows or specific d 
ries to their overseas branches ar 
agencies. This is an important fa 
tor, but few sales are actuallv c 
summated in this country. 

Are overseas orders for V. S. tv f 
usually placed by the local agency 
by the advertiser's local office? 

Local factors varying within ea( 
country determine this question. 
Venezuela, for example, the majori 
of shows are bought by advertisir 
agencies for clients. But in Japs 
and Australia it is mandatory th< 
the stations purchase the shows. E 
cept in those commercial marki 
where the law requires selling 
rectly to stations, usually both A 
agency's recommendation and the cl 
ent s approval are necessary beloi 
tv film programs are bought. 

What degree of influence or rnnir 
is exercised from the U. S. by clien 
or agencies? 

This varies a great deal from coo 
pany to company. Most forei 
branches operate more or less aut< 
omously but are, of course, ready 
listen to their parent company's r 

What about commercials, wht 
they're prepared, their length, a 
whether they are film or live? 

Commercials are generally made i: 

the country where they're usedj| 

(Please turn to page 60) 




This month's speciality— specials 

Network television's second month of the season 
•eveals a total of 28 specials for the three networks 

he four weeks ending 20 Novem- 
ber — sponsor's comparagraph period 
S— sets a new record for network spe- 
ials scheduled within one month's 
ime. Last year, during the same 
leriod, sponsor's Tv Basics showed a 
,otal of 20 shows as compared to the 
urrently scheduled 28 shows. Both 
periods include a two-part series and 

twice-a-month specials such as Hall 
of Fame. 

Responsible for at least part of the 
increase is the presidential election, 
creating six specials including all 
three networks' election returns cov- 

Although many familiar specials 
are once again being aired, the new 

season reveals an overwhelming num- 
ber of brand new shows featuring 
last year's weekly tv talent. Among 
these experimental shows are the 
Danny Thomas special and last 
month's Phil Silvers special. John 
Wayne, a popular film personality, 
and seldom available to the tv medi- 
um has a November show. 

The 1960 vs. 1959 cost increases 
are: Bell Telephone Hour, $285,000 
vs. $275,000; Du Pont Show of the 
Month, $300,000 vs. $275,000 Hall of 
Fame, $275,000 vs. $250,000. ^ 





Bell & Howell Close-Up (A) 


Bell & Howell, McCann, 11/3 

Bell Telephone Hour (IS) 


AT&T, Ayer, 10/28, 11/11 

John Brown's Raid (IS) 


Purex, Weiss, 10/25 

Campaign Roundup (A) 

10/29, 11/6 

Date With Debbie (A) 


Revlon, Grey, 10/27 

Doiv Hour-Great Mysteries (IS) 


Dow, MacManus, 11/15 

Dupont Shoiv of the Month (C) 


Dupont, BBDO, 11/16 

Elections (IS) 



Election Coverage (A) 



Election Returns (C) 


Westinghouse, Ketchum, 11/8 

Family Classics l&ll (C) 


Breck, McClinton, 10/28, 10/29 

Dave Garroway (IS) 


Elgin, 11/18 

Elec. Auto-lite, Grant, 11/8 

American Luggage, J. C. David, 11/8 

Berkshire Hosiery, 0, B&M, 11/8 

Hallmark Hall of Fame (IS) 


Hallmark, FC&B, 10/24, 11/20 

Bobe Hope Buick Show (IS) 


Buick, McCann, 11/16 

Dean Martin (IS) 


Speidel, NC&C, 11/1 

Omnibus (IS) 


Aluminum, JWT, 11/13 

Rep. Pres. Cand. Speech (A) 

Republican National Committee, 11/7 

The Right Man (C) 


Traveler's Insurance, Y&R, 10/24 

Story of a Family (IS) 


Ocean Spray, BBDO, 11/14 

Danny Thomas Special (C) 


General Motors, 10/30 

Tomorrow (C) 


American Machine Foundry, C&W, 10/26 

J VIS Anniversary Concert (A) 


John Wayne Shoiv (A) 


Pontiac, MacManus, 11/14 

Wonderland on Ice (IS) 


Top Value Enterprises, C-M, 11/17 

•Part of a package which includes conventions, speeches, etc. 

24 OCTOBER 1960 



P A 







Meet The Pres 
Manhattan ShlrU 
(Daniel ft Char.: 

lohn Daly News 

Walt Disney 

G. Mills (DFS) 
Ludens (Mathesl 
Derby (McC-E) 
llo (JWT) 

P- jientia! 
F $35,000 

People Are 

Squibbs (Dona- 
hue ft Coe) 

No net service 

Tfim CA-W) 

'Mathesl Dow 


Campbell Soup 


Shirley Temple 

B-Nut Lire 
Savers (TftR) 


'repeat fe«*1> 

D Edwards 

■repeal feed. 

ST.',.. O T*Rl 

Brillo (JWT) 
Noxema (SSCB) 

Ralston (Gard. 
Peter Paul (DFS) 
Brts-My (i 
Union Car. (Esty) 

To Tell The 
(9/26 S) 

Helene Curtis 

>cF 118.000 

(C. Mith.) 

Block (SSCB) 
JL David 

Bugs Bunny 
G TOs. BftB 
Golgate (Bates) 

□data Hl-;i 
B&W 'KMftJ) 
ta Madi 

I Resall (BBDO] 
Gen Mills 


R. Digest (JWT) 

P&G (BftB 
War-Dam (Bates) 
Phn BftB 

Father Knows 

B-Myrs TAR 

Cellogg (Burnett: 

Returns # 

Glass (BBDO); 

Tab Hunter 
P. Lorillard 
[Lftlll West- 

Surside 6 


Bn ft Wmsn 


$39,000 11a HM 

Bringing Up 

Scott (JWT) 
lc-F $35.00 

The Right Man 

Wyatt Earp 
Gen Mills (DFSi 

alt PAG 


':-. Monk 


5e-F $37,000 


w id nre 


The Rebel 

rnion Carbide 


C. E. Theatre 

Or F $51. ( 

Surside 6 

Cluett Peabody 



Tom Ewell 

'i-sitr Ol:; 


I .-: BBDfl 
(!My-F $85. 

Sute Farm 


•-L $80,500 

Adv. In Paradise 


DuPont (BBDO) 

A-F $110,000 

John Wayne 

Spike jone: 


Gc-> Foods 


Mj-L $47,500 

Singer (T&R) 
My-F $37.00fl|Gen 

Hall of Fame 


F3s .'OBM> 


Candid Carner. 

ver (JWT) 



AuP-L $34,001 

Loretta Young 

lit Warner Lan 
(Lam ft Feasleyl 
Dr-L $49,50( 

Adv. In Paradise 

LAM rMcC-E) 
J. B. Williams 

Whitehall (Bates) 
Peabody (L&N) 

rlltard LftB 

rt~ ya-r 

Amer. Gas Co. 

Carry Moore 



-■-..::_ Ayeri 

3. C- Johnson 


Polaroid (DDB) 


NBC Specials 

I Walter Winche v 


Hazel Bishop 

(Bay. Spector) 

Peter Cunn 

(DCSS). R J 
Reynolds (Esty) 
My-F $39.00 

(8/12- 10/81) 



Bayuk (Werm 


Sp-F $3T.00( 

No Net Service 

• Special*. 

ttCost is per segment, 
ins or co-op programs, 
talent and prod — '~ 

Prices do i 

Costs refer 

They are gross 

ot include sustaining, participat- 
to average show costs including 
include 15% agency commission). 

They do not include 

26 Sept. -23 Oct. Program ty 

(Au) Audience Participate 

: or time charses. This chart c: 
are indicated as fo" 


24 OCTOBER 196-3 






24 OCT. - 

20 NOV. 


t NBC 







ohn Daly News 

ohn Daly News 


] S) 

1 S) 
». tt 


(10/1; 7.30-8) 
(10/8; 8-8:30) 
(10/15; 7-7:30) 

rexaco (C&W) 
I-L $6.5O0tt 

(7:30-3:30) • 

D Edwards 

PhlUp Morris ] 


alt Schlitz 


<-L $9,500tt 

D Edwards 


N-L $9.500tt 

Texaco (C&W) 
•-L $6.500tt 

Texaco (C&W) 
f-L $6.500tt 

t e 


No net service 

No net service 

No net service 




(repeat feed) 

D Edwards 
Philip Morris 

(repeat feed) 

(repeat feed) 

D Edwards 


I Is 



Wagon Train 

Ford (JWT) 
V-F S88.00C 

Cuestward Ho! 
Balston (GB&B. 
7-Up (JWT) 
5c-F $38,000 

The Witness 


R. J. Reynolds ] 


)r-F $78,000 

The Outlaws 

Gold Seal 
. & Wmsn, Du- 
pont (BBDO) ; 

Ford (JWT) 
I. Dvd (Weiss) 
V-F $83,000 

Matty's Funday 

Sc-F $10,000 





G. Fds ( ) 

Dracket ( ) 

W-F $80,000 

Dan Raven 

Brn. & Wmsn. 
KM&J); B-Nut 
Ate Sav. (T&R) 
Dow (MJ&A) 
ly-F $79,000 

The Roaring 20's 

(10/15 S; 
Dupont (BBDO) 
Anahist (Bates) 
Ritchie (K&E) 
My-F $83,000 

Perry Mason 


Colgate (Bate*) 



My-F $80,000 


im. Tob. (BBDO) 

W-F $78,000 


Wason Train 
B. J. Reynolds 


Nafl Blse. 


Donna Reed 




Johnson & J 


3c-F $40,000 

The Witness 
Esq. (MW&S) 


The Outlaws 
S-Nut Life Savers 
T&R) ;War-Lam 
(L&F); Colgate 
(Bates) ; Stude. 
(BBDO) ; Pan 


Harrigan & Son 

(10/7 S) 
Reynolds (Frank) 
CC-F $39,000 

Nabisco (Me-E) 

Family Classics 

1 • 

(10/28. 7:30- 

Dan Raven 





I. Dvd (Weiss) 

Smnz (DFS) 

The Roaring 

Derby (Mc-E) 
Am. Chicle 
Brlngtn Mills 
(Don. & Coe) 

Perry Mason 
Sterling (DFSi 
Dracket (T&R) 


Family Classics 


(10/29. 7:30- 




Price Is Right 

Lever (OBM) 

alt Speldel 


i-L $22,500 

The Real 


P&Q (Comptoo) 

3c-F $41,000 

Zane Crey 

NLB) P. Loril- 

lard (L&N) 
V-F $45,000 ' 

Sat Masterson 

(9/29 S) 

Sealtest (Ayer) 

Hills Bros. 


r-F $39,000 

Miles (Wade) 

R. J. Reynold! 

:C-F 544,000 

Route 66 

(10/7 S) 
Chevrolet (C-E) 

Philip Morris 


A-F $85,000 

The Lone 

l-Nul Life savers 

I. Dvd (Weiss) 
Smnz (DFS) 
r-F $36,000 

Leave It To 


ftalston (Gardner, 


GE (Grey) 

Sc-F $30,000 



alt. K. Clark 

Lever (K&E) 
My-F $80,000 

Tall Man 
R. J. Reynolds 
(Esty) ; B-Nut 
Life Savers (T&R) 
W-F $36,000 

Perry Como 
Kraft (JWT) 
-L $125,000 

Bob Hope 

(9-10) « 

My Three Sons 
Chevrolet (C-E) 
3c-F $49,500 

Angel ' 

S. C. Johnson 
(B&B) Gen. 
Foods (B&B) 

C-F $43,000 ( 

achelor Father 
alt Am Too 
c-F $38,000 

7 Sunset Strip 


Am. Chicle 


Uy-F $85,000 

Route 66 

Sell Telephone 

T&TINW Ayer) 
-L $175,000 

Lawrence Welk 

Dodge (Grant) 
J. B. Williams 

Hu-L $45,000 

Klmberly Clark 

I*ver alt. B&W 

The Deputy 

alt Gen Cigar 


'olariod (DD&B) 
Gen. Cig. (T&B) 

Polaroid ( ) 

W-F $39,000 


Perry Como 


Armour (FCB) 
L&M (Me-E) 
Uy-F $90,000 

(9:30-10:30) £ 

Ann Sothern . 

S. C. Johnson 
(B&B) Gen. 
Foods (B&B) 
c-F $41,000 

ennessee Ernie 
Ford Show 
Fortd (JWT) 
-L $45,000 

11 Sunset Strip 
H. Ritchie 

R. J. Reynold! 

Mr. Carlund 

Plymouth (Ayer) 

L&M (DFS) 
A-F $37,000 

Sell Telephone 

Lawrence Welk 

Have Gun, Will 



M Lever (JWT) 

V-F $40,000 

Project 20 

The Nation's 

(11/12 S) 


eter Loves Mary 
P&G (B&B) 
*-F $38,000 

Ritchie (K&E) 
Vhltehall (Bates) 


Person to 

(9/29 S) 
olarold (DDB) I 

TJ. Carbide 
.an. Pis (R&R) - 


orlllard (L&N) 
Tonl (North) 
uP-L $30,000 

Robert Taylor 

in The 




My-F $45,000 

Twilight Zone 
3en Food (T&B) 

A-F $36,000 

Michael Shane 

[Brother) Pitt. 
Glass (BBDO) 
lupont (BBDO) 
ly-F $78,000 

Fight of the 
Week , 

Miles (Wade) 
3p-L $45,000 

&M (DFS) alt 

V-F $42,000 

Project 20 


1o net service 

Ernie Kovacs' 

Take A Good 


:onsolidtd Cigar 

Bell & Howell 

11/3, 10-10:30) 


June Allyson 

(9/29 S) 

)upont (BBDO) 

)r-L $44,000 

lo Net Service 

Law & Mr. 
Jones (10/7 S) 

P&G (B&B) 
A-F $41,000 

Eyewitness to 
(9/30 S) 
P.A $25,000 

Michael Shane 

-Nut Life Savers 


No net service 

Man From 

Sterling (DFS) 
i-F $25,000 

ia, (F) Film, (I) Interview, (J) Juvenile, (L) Live, (M) Misc. L preceding date means last date on air. S followin 
■ Music, (My) Mystery. (X) News. (Q) Quiz-Panel, (Sc) Situation date for new show or sponsor in time slot. tPric 
ay. (Sp) Sports, (V) Variety, (W) Western. tNo charge for repeats. many nighttime shows which were omitted last mor 

-VSOR • 24 OCTOBER 1960 

g date means s 
3 not availale. 

th are now in 

Note : 



market on the move" 


dustry . . . culture . . . population. All are making fabulous strides in the dynamic 
impa Bay area! 

eliminary 1960 census figures of 1,439,165 for the 21 counties covered by WTVT make 
is "market on the move" a better-than-ever buy for your media dollar! 

The station on the move . . . WTVT 

th top CBS and local programs, makes TV's most modern facilities available to adver- 
ers . . . studio and mobile Videotape units . . . radar weather . . . plus three studios and 
\. cameras. WTVT . . . first in every way in Tampa -St. Petersburg, Market on the Move! 

t'ONSOR • 24 OCTOBER 1960 



c o 

P A 







Lamp Unto M 

December Brid 

Dough Re Mi 

sust alt. 
(10/10 S) 

)ecember Bride 

Dough Re Ml 

alt sust 

Look Up & Liv 

Video Village 

Play Your 

alt Whitehall 

Video Village 
Rem. Rand alt. 

Sterlirur alt 


UN in Action 

Morning Court 

Lvr. G. Mis, Olc 

Lndn. Nxma, J. 

B. WIms. Carter 

Block, Jhsn, 

1 Love Lucy 

Price It Right 

Sterling - 

alt Whitehall 

Morning Court 
WIms, Nab. G. 
ins, P. Paul. 
Cartr, Lan. Plus, 
Dow, S.C. John- 

1 Love Lucy 

sust alt. Lever 

Price Is Right 

sust alt. B-Nut 
alt sust Toni 


Old La 

Camera Three 

Love That Bob 

Dow, Ponds, 
Miles, J&J, Estr 
Mlmal, G. Fds, 
G. Ms, Staley. 

Clear Horizon 


Mennen alt Level 

Love That Bob 

Dow. Ponds, S.C. 

Johnson, Miles, 
Pan Am. Cmpbl, 

Melmac, Welch, 

Clear Horizon 

Vick alt. sust 


A. Culver 

O. Lr.ii 
Mis, Q| 

Matty's Fund; 


The Texan 
Dow, G. Mis. 
Nab, Brdn, Bn 
&mi. M. Md, Es 
thr, Rnlds, Lan. 

Love of Life 

Amer Home Pro 

Truth or 




The Texan 

Ponds, Lan. Pis, 

J&J, Lvr, Dow, 

M. Md, G. Mis, 


Love of Life 

sust alt. Quaker 


Truth or 

Nabisco B-Nut 
Culver alt suit 


Lvr, J&j 


Dow. . 

Fds, Bai 

Rocky & 

Son. Mills, Ame 
Chicle. Peter Pai 



Hartz, Ex-Lax, 
J&J, Staley, Bor- 
den, Lever, Pan 
Am, Dow, Cmpbl, 

Search for 


It Could Be Vou 

Culver alt «ust 

P&G alt 


(10/3 S) 

Hartz, Ponds, 

Min. -Maid, 
Armr, Brdns, 
Adolphs, Brillo 

Search For 



It Could Be You 

Miles alt sust 

P. Pat 

Guiding Light 


Guiding Light 

P&G alt sust 


11/13 S 

About Faces 

Ponds, Dow 
Whitehall Brdn. 
Min. Md. Cpmbl 



No net service 

About Faces 

Ponds. Jhnsn, 
Adolphs, Btr 
Visn, Esthr, 
Cmpbl, Brdn. 


No net service 

No net service 

Visn, i 

No net service 

College News 


(Partic.) (1:45- 

World Turn* 

H. Curtis 

Ne net service 

World Turns 


No net service 

Frontiers of 

Sterling alt 


No. Araer. Van 
Lines. Shwadyei 



Natl. Brewing. 

% regional; 

Genessee, % reg 

Day IrTCeurt 

Ponds, Sterling, 
S. C. Johnson. 
Reynolds, Miles 

Brillo. Campbell 

Full Circle 

Jan Murray 

Day In Court 

J&J, L. Esther, 
S.C. John, B-Nut, 
O. London Dow, 

String, Cmpbl, 

Full Circle 

Jan Murray 

Day In 




Amer. 'Footbal 

Gen. Cigar, 
Colgate, Schlcl 


Road To Realit) 
Ponds, Sterling, 
S. C. Johnson 
Nxma, Pan Am 

Art Linklettei 

WIms, Lvr, 
WIms, Van Cam 

Loretta Young 

Smnz alt. B-Nut 

FToad to Reality 
Ponds, Dow, 

Whtehall, Nab. 
Jhnsn, Cmpbl 

Art Linkletter 

J. B. Williams 

Loretta Young 

Gold Seal alt 


Road to 
j&j. rx 

ter, Boi 

Pan Am, 



Amer. 1-ootDal 
Piels, Renault 
Sinclair. Pabs 

(11/6, 2:30-3) < 



Welsch.' Btr Visn, 
Wilms, Dow, 



alt Gold Seal 


Beat The Clock 

J&J, Nxzma, 
Mystic tape, 
WIms, Brdns, 


sust alt. Vick 
5eott alt. Quaker 

Young Dr. 

alt. P&G 
Sterling alt P&G 

Beat Ti 
J&J. I 

Staley, Bi, 
8. C. J 

Amer. Footbal 


Who Vou Trust? 

Lvr, Armr, S.C. 
Jhnsn, L. Esthr, 
Pnds. wims, Mel- 

Verdict Is Your 

Amer Home 
alt sust 


Who You Trust? 

Ex-Lax, Ponds 

Whitehall. Coty 



Verdict Is Yours 


From These 

Who Ym 

Lax, ),.' 



Amer. Footbal 

Pro Football 


Gen. Mills. Level 
Western Tablet 

Brighter Day 

Make Room For 


Welch. Lever. 
Gen. Mills 

Brighter Day 

Secret Storm 


Make Room For 


Amer. ; 

Secret Storm 
Amer Home Pro 

Amer. Footbal 

Amer. Band. 

UN Anniver- 
sary Concert 

(4:20-5:30) # 

Edge of Night 

H. Curtis alt 


Amer. Band. 

Tonl, Hollywood 

Candy, Northam 


Edge af Night 

It R. T. French 



sust whtehl alt. 


Vick Co 

Matty's Funda 


Amateur Houi 


Celebrity Coif 

Kemper (alt.) 

(5-6) f> 








■ Kocky lr 

Chicle, P. Pau 
(TBA 11/20, 

College Bowl 

(10/2 S) 


Ihet Huntley 

Amer. Photo. 
Copy Equip., 
Kemper Ins. Co. 

Captain Gallant 
Geo. Mills 

Rin Tin Tin 
Gen Mills 

Lone Ra 

g*v. v 

imer. Hoa 

Crar er 1 


The network schedule on this and preceding pages (42, 43) 
includes regularly scheduled programing from 24 Oct.- 
20 Nov., inclusive (with possible exception of changes 
made by the networks after presstime). Irregularly sched- 







24 OCT. 












f Bride 

Dough Re Mi 

December Bride 

Dough Re Mi 

Gold Seal 

Nabisco alt. 

December Bride 

Kodak alt sust 

Dough Re Mi 

B-Nut alt. 
}. Mis (L 11/7) 
ust alt Leeming 


Shari Lewis 

Natl. Biscuit 


sust alt. Block 

sust alt. Vick 

sust alt. Borax 




G. Mills 

Video Village 

Play Your 

Video Village 


sust alt. 

(ing Leonard & 
Short Subjects 

Gen. Mills 

Miles alt 




Price Is Right 
kit Sterling 

Heinz alt Culver 

Morning Court 

Dow, S.C. Jhnsn, 

J&J, Ex-Lax, 
Bon Ami, Wlms, 
Armr, Block, Pan 

1 Love Lucy 

U. S. Steel alt 

Price Is Right 

alt Lever 
Miles, Leeming 

Morning Court 

Johnson, Ponds, 
r&J, Mrs. Filbrt. 

3rdn, Levr. Groc! 

1 Love Lucy 

Best Fds alt 

Price Is Right 

Culver alt. 
G. Mis 

Kellogg Magic 
Land of 

Miles alt. Gen. 

Gerber alt 


Miles alt Gen. 
Mills (9/28 S) 
Nablico alt 
Proctor- Silex 

Love That Bob 

Dow, Ponds, 
Jhnsn, Miles, 

Corn, P. Paul, 

Clear Horizon 


G. Mills 
alt Lever 
Heinz alt 

Love That Bob 

Jhnsn, Pnds, Es 
thr, Ex-Lax, Lvr, 
Ban, String, Nab, 
Mystic, G. Fds, 

Clear Horizon 

R. Rand alt. 


Miles alt Lever 
Lever alt 

Mighty Mouse 

Nestle alt. sust 

Lone Rdnger 
Gen. Mills. 

sust alt. Borax 

Colgate alt. 



Truth or 



P&G (10/5 S) 

The Texan 

Ponds, Cracker 
Jack. Mrs. Fil- 
bert. G. Mis, 
Armr, Adolphs, 

Love of Ufe 
Amer Home 

Truth or 

Hartz alt sust 


The Texan 

Ponds, Maxwell 

House, Adolphs, 

Cmpbl, Nxzma, 


Love of Life 

Borax alt. Nab. 
Best Foods alt 
R. T. French 

Truth or 

Frig, alt sust 

Sky King 

My True Story 
Sterling Drug 

P&G alt 


Could Be You 

Whitehall alt 

Leeming White- 


Heinz alt G. 


Sterling, Armr, 
fin. Maid, Pnds, 
Jhnsn, Wlms. 
Melmac, Brdns, 

Search for 


It Could Be 

Mile, alt 


Coty, Carter, 

J&J, Down, 


Search for 



Cuiding Light 

Could Be You 

alt sust 

Saturday News 

Selective Diary 
Sterling Drug 


Guiding Light 



No net service 

About Faces 

Dow. Ponds 
8. C. Johnson 
Brillo, P. Paul, 
Ex-Lax, Mystic, 


(1-1:05) sust 

No net service 

About Faces 

Wlms.Brdn, ' 
Ponds, Sterling 


No net service 

College Football 

Union Carbide 

Wlllard Storage 


Mr. Wizard 

No net service 

No net service 




No net service 

As the World 


No net service 

World Turns 

Best Foods 

Carnation alt 
R. T. French 

No net service 


Jan Murray 

ust alt. M Dvd 
(11/12 S) 

Day In Court 

Gen. Pds., Lever 
J&J. Coty Dow, 
Sterling, Johnson 

Full Circle 

Jan Murray 

Nab alt. sust 

P. Silex alt. 


Day In Court 

Lever, Armr, 

Ponds, Dow, 

Wlms, Ex-Lax. 


Full Circle 

Jan Murray 

Whtehl alt. sust 

MBA Basketball 

Sponsors TBA 


Loretta Young 


Road to Reality 

Lever, J&J, S.C 
Johnson, Dow, 
Cmpbl. Grocery, 
Nab. Pan Am, 

Art Linkletter 

Lever alt Dracketl 

Loretta Young 

P&G alt G. Mis 
(L 11/17) 

Road to Reality 

J&J, John. Dow 

Nab, Pan Am, 

Brillo. Cmpbl, 


Art Linkletter 

Bauer & Black 
alt Armstrong 

Loretta Young 

alt G. Mills 

NCAA Football 

Gillette, Humble 
Oil. L&M 

Competition Mtrs. 

Knox Gelatin 

Heinz alt P&G 

P&G alt G. Mills 


Dr. Ma lone 

Plough. G. Mills 

Beat The Clock 

L. Esthr, Knapr 
Monarch, J&J, 

Welch, Reynolds, 
Cmpbl, Jhnsn, 


Drackett alt sust 

Dr. Malone 

Milei alt Culver 
P&G alt G. JOs 

Beat The Clock 

Lever, dow, Rey- 
nolds, Brdn, 
Wlms. Nab, Mel- 


Quaker alt. sust 

Dr. Malone 

Mennen alt. 

Sterling alt Nab 

NCAA Football 

Heinz, Plough 

Gerber alt. Nab. 


From These 

Who You Trust- 
Ponds, Lever. 

Cmpbl, Nab, 
Wlms, Melmac 

Verdict Is Youn 

Sterling alt Lev« 

From These 

Simnz alt. Hein2 

Who You Trust 

Reynolds, Staley 
Cmpbl, Johnson, 
Cmpbl, White- 
hall, Ponds. Oil 

Verdict Is Your; 

atl. Vick 

From These 

sust alt. Plough 

Gold Seal alt. 

NCAA Footbal 

i Prod 

Make Room For 

Heinz (10/5 S) 

Amer. Band. 

Lever, Gen Mis 
B.-Nut. Welch 

Brighter Day 


Make Room For 

Amer. Band. 

Mills. Lever. 
Tonl, Posltan 

Brighter Day 

Best Foods Level 

Make Room For 


Proctor- Silex 

G. Ms. 

(L 11/18) 

Secret Storm 
A mar Home Pror 

wood Candy 

Secret Storm 

G. Mis sust alt. 



Culver alt. Ton! 

Ame. Band. 
ren,, Tonl. Posi 

Edge of Night 



B-Nut alt. 
G. Mis 

Amer. Band. 

ern Tablet 

Edge of Night 

Quaker Oats 

Amer Home 



G. Mis alt. 


College Football 
Gen. Mills 
Bristol Myers 



All Star Coif 

Reynolds Metals 

Captain Gallant 

(10/15 S) 

Gen. Mills 

B-Nut Life Savers 

Rocky and 

His Friends 
Gen Mills 

Rin Tin Tin 

Gen Mills 

Saturday Prom 

(10/15 S) 
3-Nut Life Savers 

! *These are package prices and include time, talent, production and cable costs. 

led programs appearing during this period are listed Special, CBS. Sunday, 11-11:15 p.m.; Today, NBC, 7- ( 
|s well, with air dates. The only regularly scheduled pro- a.m., Monday-Friday, participating; News CBS, 7:45-8 a.m 
rams not listed are: Tonight, NBC, 11:15 p.m.-l a.m., and 8:45-9 a.m., Monday-Friday. All time periods ar 
Ionday-Friday, participating sponsorship; Sunday News Daylight Saving. 


With sales creativity a necessity today, SPONSOR ASKS: 

How did you make your greates 

Archie S. Crinalds, sales manager, 
\l "1)1. i. Memphis. Tenn. 

The Case of Lakeview Gardens one 
da\ may intrigue Perry Mason as a 
Stor) title, hut to us it is one of the 
most outstanding advertiser success 

Lakeview Gardens is a Negro sub- 
division and WDIA today is its exclu- 
sive "mass salesman"; and has been 
almost continuously since August. 

The 240-acre tract, on which even- 
tually will be built 614 $9,000 to 
819,000 homes, this year won a Na- 
tional Association of Home Builders 
award as the outstanding work of its 
kind in the United States in 1959 — 
and no racial strings were attached to 
the "Oscar," either. 

It is the brain child of William B. 
YA olfe. who conceived of it nearly 
four years ago to meet "the oft- 
expressed but seldom fulfilled desire 
of the growing multitude of middle- 
income-group Negroes in America for 

agp* pgg 

a well-planned suburban development 
of new. qualitx homes comparable in 
price and terms to the housing of any 
American city." 

WDIA, which has devoted itself to 
the personal service of its 1,500,000 
audience. Negro minority-group, met 
Wolfe and Lakeview Gardens in the 
spring of 1959. We were seeking just 
such a sole on which to hang a spe- 
cial promotion. 

After several months of devising a 
workable plan to sell to Lakeview 
Gardens, we presented WDIA Home 
of Happiness in September, 1959. 
The station staged a gigantic promo- 
tion, Labor Day. Wolfe built the 
Home of Happiness from its foun- 


dation, and the station followed the 
progress of its construction daily. 
Listeners were invited to visit Lake- 
view Gardens in a spot series partici- 
pated in by other station sponsors, 
who also furnished and stocked the 
home from front to kitchen door. 
An impressive list of valuable prizes 
were awarded Labor Day to persons 
who had visited the development pre- 
viously and registered. 

Lakeview Gardens and WDIA hit 
Time, September 21, 1959, via men- 
tion and picture. In an article titled 
"A Lift in Living," dealing with 
Negro housing in the U.S. 

When the promotion ended, Wolfe 
went to straight advertising on 
WDIA, using the expert services of 
Jan Gardner and Ruth Taylor, Ridge- 
way Advertising Agency, Memphis 

Early this year Wolfe sold his in- 
terest in Lakeview Gardens to Wal- 
lace E. Johnson Realty Co., one of 
the largest firms of its kind in the 

Today, still under the guidance of 
the Misses Gardener and Taylor, 
WDIA continues to sell homes in 
Lakeview Gardens with a weekly 
schedule of 10 ten-minute programs, 
Monday through Friday, and 20 
weekend one-minute spots. 

It has been a great sales experi- 
ence for Memphis' goodwill station. 

But its greatest satisfaction for all 
concerned has been the element of 
real, considerate personal service to 
the home owners it has created. 

Harry B. Shaw, v-P- & gen. mgr., 
WSJS Radio /Tv, Winston-Salem, N. C. 
In 25 years that I have been en- 
gaged in the selling end of the broad- 
casting industry there have been num- 
erous "big" sales that have come over 
the pike and it's not always easy to 
select the one best "big" sale that I 
was fortunate enough to put across. 
Actually, from the standpoint of 
importance I would have to list a 
couple of sales that I feel were equally 

important in my career as a salt 
man. The first would have to be t 
first sale I ever made for radio, 
made an appointment with the Bi 
ager of a large furniture store tl 
had never used radio before. For 

minutes I pitched using my carefu 
designed and brand new sales pres 
tation. The net result at the end 
that 40 minutes was a big and wl 
seemed like a definite "no." 

I finally asked the manager if 
would at least let me write a sam] 
announcement and read it to hi 
he could hear how it would sour 
He gave me a piece of paper, herd 
me to a typewriter and I pound 
out my version of what his sales rrl 
sage should say. He listened to 
carefully, pulled his ear lobe a cou] 
of times and grunted "How much 
this going to cost me?" 

That was my first really import 
sale and it probably did more 
justify my confidence in my sales al 
ity than anything could. It also a 
vinced me that selling was the can 
I wanted to follow from there on 
And. just incidentally, that furniti 
store went from that small sale t 
full five-year contract on radio. 

I think the greatest sense of 
complishment I have ever gotten fn 
a sale since I've been selling for 
tion WSJS-TV here in Winsft 
Salem, was to the local franchiser 
Pepsi-Cola in the area. 

This was the toughest pitch I ei 
had to make and I pulled out all 
stops in trying to create new 
interesting sales angles to prove 
value of WSJS-TV to the Pel 
dealer making a major investmel 
Together, with my sales staff. I 



L ed an original presentation that 
L do say so myself was one of the 
I t we ever put together. It was 
pood in fact that after all of the 
r lems we had previously faced 
i the soft drink dealer, he made 
i decision immediately after this 
I cular presentation was shown to 
i That was. to my mind, the ful- 
I ent of creative selling. From a 
l K-ial standpoint it wasn't bad 
ii r. making Pepsi one of the 
B -t advertisers on WSJS-TV. That 
licular account has been running 
I he past five years on the station 
c is still growing strong. 

B Floyd, president. KELO-TV, Sioux 
Falls, S. D. 

le greatest sale of my career 
I not a single transaction but 
l J r a multi-level, many-faceted 
r ect which was conducted over a 
f id of several years and on many 
r ts. It was the sale of an idea — 
i'philosophv of operation which 
r'ted KELO-LAXD. 

ELO-LAXD is more than just a 
le for our coverage area. It is an 
I e philosophy of growth and oper- 
t 1. stemming from the basic fact 
I narketing that although Sioux 
i ; is the 202nd metropolitan area 
l ie nation, it is the key to a trading 
r much larger and more important 
I this rank indicates. 

Extension of 
coverage area, 
good promo- 
tion, made 
our market 
a must buy 

n after KELO-TV in Sioux 
started telecasting in 1953. it 
e apparent that many adver- 

were interested primarily in 
politan area rankings. Since 

Falls ranked relatively low. it 
ecessary to find other appeals. 
I Please turn to page 62 i 

You'vi Cot by Hud (tfi tk Finish Line 

by h in tk Moti«y / 

Your campaign will finish in the money if vou start 
by buying broadcast I N Lexington. In all the world, 
only Lexington broadcasters effectively influence 
the $445,793,000 retail purchases made by 559,200 
people in the growing 3*0-county Lexington trading 
area. Get your share of $657,165,000 consumer spend- 
able income by buying broadcast IN Lexington . . . 
Don't head the wrong direction in planning your 
next campaign. 

You Have to Buy LEXINGTON 

to Cover the Rich, Growing 







P.SOR • 24 OCTOBER 1960 

rirsi rating results on nias bi Tor l 


Gregory Peck. Hugh Marlowe 


New York Premiere Week on WNTA/TV, Channel 13 

Have you been waiting to see the public's reaction to the big and important post-'48 
movies? Well, don't wait any longer.The first rating results are in...on NTA's"61 for'61" 
group of 20th Century-Fox's masterpieces. Hold on to your hats, in a strong breeze. 

An unduplicated rating of 33... reaching 2,728,766 adult viewers... sweeping ahead 
of all competing independent stations and the third ranking network station from 
Monday through Friday, from 11 p.m. ...and only 6/10 of 1% behind the leading 
network station in the area on Premiere Night in the time period... was registered. 
Station: WNTA/TV, Channel 13, New York. Program: The Picture Of The Week. Time: 
Week of Sept. 19 to 25, 1960 from 11 p.m. on. Source: Arbitron 

That should answer any question you might have on the terrific audience pulling 
power of these 61 fabulous feature films that won 42 Academy Awards and nomi- 
nations... contain more of today's big stars and titles than you will find in any net- 
work special... and cost over $75,000,000 to produce. They're among the biggest 
box-office grossers of all time, and they're proving their great attraction power on TV 
right now. 

What are you waiting for-when you've got a sure thing, everywhere they're still avail- 
able. Already, they've been sold in 26 markets in the first three weeks. For the others, 
today contact your nearest NTA Sales Office, or- 

E. iONNY GRAFF. V.P. in Charge of Sales. Eastern Div.. 10 Columbus Circle • JUdson 2-7300 
BERHE TABAK.IN, V.P. in Charge of Sales, Western Div, 8530 Wilshire Boulevard. Beverly Hills. Calif. 


10 Columbus Circle New York 19, N.Y. • JUdson 2-7:1 

oup of post-48s from 20th Century-Fox! 



on WNTA/TV, Channel 13, New York 


Ivory Liquid Soap 

Philip Morris 

Yuban Coffee 


Dove Soap 






Premium Duz 




Lux Liquid 

Imperial Margarine 

El Producto Cigars 


Pillsbury Mills 



Duncan Hines 

Hotel Bar Butter 

Castro Convertibles 

Democratic Party 

Ocean Spray Cranberries 

Ivory Soap 

Scott Paper 

Holland House Cocktail Mix 

Burt Lancaster, Dorothy McGuire. 
"MR. 880" 

Cary Grant, Ann Sheridan 

■J | A Q LI ■ Here are the stations that already own this package (listed according to popu- 
■ LHOll ■ lation): New York-Newark, WNTA; Philadelphia, WRCV, Washington, D.C., WRC; 
St. Louis, Mo. (Belleville, III.), KTVI; Cincinnati, Ohio, WLW-T; Miami (Ft. Lauderdale), Fla, WCKT; Provi- 
dence, R.I., WJAR, Birmingham, Ala., WAPI; Phoenix, Ariz., KPHO; Syracuse, N.Y., WSYR; Honolulu, Hawaii, 
KHVH; Hartford, Conn. (New Britain-New Haven), WHNB; Omaha, Neb., WOW; Springfield, Mass. (Holy- 
oke), WHYN; Knoxville, Tenn, WATE; Salt Lake City, Utah, KUTV & KSL; Harrisburg, Pa. (Lancaster, Pa.), 
WTPA; Kalamazoo, Mich. (Grand Rapids), WKZO; Wichita Falls, Texas, KSYD; Las Vegas, Nev., (Henderso^ 
Nev.), KLRJ; Fort Smith, Ark., KFSA; Boise, Idaho, KTVB; Spartanburg, S.C., WSPA; Rock Island, III. (Daven- 
port, lowa-Moline), WHBF; Twin Falls, Idaho, KLIX; Alaska-Anchorage, KENI; Fairbanks, KFAR. 

Edward G. Robinson, Susan Hayward 




• A Great New Market! 

82% unduplicated audience on fhe 
only primary ABC station between 
Atlanta and the Gulf! 

• Top ABC Programs! 

Shows like Maverick, Cheyenne, The 
Real McCoys, Sunset Strip, Hong 
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The Best of NBC 

Programs like Wagon Ti 
Price is Right, Huntley-Brinkl. 
News and Perry Como . . . plus tc 
syndicated programs. 





Ask about 

availabilities on 


Chattanooga, Tenn. 

The #1 night-time 

National and regional buy 
in ivork now or recently complete 



J. C. Johnson & Son, Inc., Racine. Wis.: Fairly heavy schedule 
on Stride floor wax begin this month in the top markets. Can 
paign is for eight to 10 weeks, day and prime night minutes. Buyei 
Mary Ann Monaham. Agency: Needham, Louis & Brorby, In 
New York. 

International Latex Corp., New York: Schedules for Isodine 1 
gin 14 November in about 40 markets. Fifteen-week lineup is fc 
day and prime night minutes and chainbreaks. Buyer: Marti 
Foody. Agency : Reach. McClinton & Co.. New York. 
Brillo Mfg. Co., Inc., Brooklyn: Placements for Brillo are ii 
flights, in 12-15 markets. First flight begins this month for 1 
weeks; second in January for about 20 weeks. Moderate frequencie 
of day minutes are being used. Buyer: Nancy Smith. Agency: . 
W alter Thompson Co.. New York. 

El Producto Cigar Co., Inc., New York: Staggered pre-Christn 
schedules start this month and next on its cigars. Night minutes a 
chainbreaks will run in 75 markets. Buyer: Tim Tully. Agencj] 
Compton Adv.. New York. 

Northam Warren Corp., Stamford. Conn.: About 25 markets j 
Cutex schedules this month. Day and late night minutes are set t 
four weeks, seven to 15 per week per market. Buyer: Don Millei 
Agency : DCSS, New York. 

General Foods Corp., Jell-0 Div., White Plains: Going into abd 
50 markets this month with schedules for Calumet baking powdJ 
with the bulk in south and southwestern markets. Live minutes 
women's formats are being used, light frequencies. Buyer: P^lj 
Bardach. Agencv: Foote. Cone & Beldin^. New York. 


Pontiac Motor Div., General Motors Corp., Pontiac. Mich.: I 
addition to its tv activity, radio schedules on the Tempest begin 3 
October for two weeks. Traffic minutes are being placed in the to 
50 markets. Buyer: David Balnaves. Agency: MacManus. John 
Adams, Inc., Bloomfield Hills, Mich. 

Charles Gulden, Inc., Saddle Brook. N. J.: Two-week campaign f 
its mustard starts 24 October in 30-35 markets. Most markets ar 
one-station buys, about 20 traffic and day minute spots per week ; 
station. Buyer: Doug Humm. Agency: Charles W. Hoyt. New "lo 
Capital Airlines, Washington. D. C. : New flight begins late thi 
month in 10 eastern markets. Traffic minute schedules. Monda 
through Saturday, are for eight weeks. Buyer: Lucky Kerwir 
Agencv : Kenyon & Eckhardt. Inc.. New York. 


C JT -» ~ *■ • _ *- •»• £• *- « • r^ % "ST * 

In the world of Arnold Stang spot is a very big deal. His spot campaign for Chunky 
| Chocolate Corporation is a tremendous success in a powerful and versatile medium. It 
made famous the comedy buy-line —"Chunky ! Whatta chunka chawklit !" The Chunky 
Chocolate people — and Arnold — know the value of spots well placed. Nothing is more 
flexible. You sell your products where they are, with maximum exposure, high return, 
and no waste, and when it comes to smart placement call your H R man. He's an expert. 

^Television, Inc. 



^VRtPch ann el32 



(Continued from page 38) 
the client's needs. The government 
bureau expects that thousands of busi- 
nesses, with very different needs, will 
using government-sponsored data. 
Archibald Crossley would hardly ever 
suggest to a client a sample so elabo- 
rate and scattered as the one he used 
for a survey by the Fish and Wildlife 
Service of the Dept. of Agriculture. 

But even after all the neutral prob- 
ability techniques have been em- 
ployed, there remains a disturbing 
"who's-who" aspect to any sampling 
operation which involves people. Not 
everyone will answer an interviewer's 
questions. There are differences in 
intensity of feeling, vitally important 
to the man who is planning to market 
a new product or get himself elected 
president, but very difficult to pull 
out reliably from questionnaire re- 
sults. Above all, there is the prob- 
lem that the universe which is rele- 
vant to a client's problems may be 
smaller and shaped differently from 
that big, nation-wide universe of all 
the households which is usually what 
the (political) pollster must sample. 
. . . Most survey errors of course, do 
not trace to mathematical mistakes or 
to inaccurate sampling. They are 
the result of bad questions or un- 
provable hypotheses which can easily 
load the final data with misinforma- 
tion. Nielsen in 1951 did a study of 
public-aid recipients in the State of 
Illinois, under commission from a 
state department which wanted to 
know how many frauds it was sup- 
porting. "We had everything under 
control," Warren Cordell says. "We 
had lists of people on relief, so we 
could make a truly random sample. 
They had to cooperate with us or 
they'd be taken off the rolls. We 
knew just the questions we had to 
ask them. But if we'd relied solely 
on the answers, instead of looking 
around and checking with the neigh- 
bors, as we did. the survey would 
have been useless. A number of our 
respondents obviously didn't and 
wouldn't tell the truth. The accuracy 
of the basic information you collect 
is usually a lot more important than 
the accuracy of your sample. That's 
the area of the next crusade — re- 
sponse error." 

Sampling is the method of all 
science. The "laws" of physics, as 
David Hume pointed out some cen- 

turies ago, are merely hypotb 
which fit observed experience, 
do not know that the sun will 
tomorrow morning, or set tomor 
evening: we know merely that 
have always seen it do so (excep< 
some incidents in the Bible). E 
individual's sample of experienc 
limited and unprovable, and 
the experience of the race as a wb 
assuming it can be communic 
is inevitably partial. . . . Scientific 
vance occurs when experience 
pands, when information which c 
not fit the rules begins to turn u| 
the sample. . . . 

The current emphasis on samp] 
as a means of data-gathering p 
and simple — the stress on put 
opinion polls and television rating 
has slowed understanding of samp] 
as a possible way to bring objectr 
to the so-called "social sciences." ' 
many people have a stake in the 
suits of both polls and ratings, 
ticians have been forced to deny I 
they pay any attention to polls, 
is nonsense. Television-network < 
cials whose week is made or i 
by the ratings will tell investigati 
that their decisions aren't influenf 
bv what the rating services say, i\h! 
is even worse nonsense. When th 
is cash money involved, businessi] 
do tend to want more and be 
sampling before they make decisic 
but the popularity of the attiti 
which "doubts the polls" has scatte: 
confusion over theory and practi 
That the theory of sampling is va 
is simply beyond question. The C 
sus Bureau has proved it over i 
over again, drawing samples as sn 
as 400 from the 45,000.000-plus hoi 
holds of 1950, and coming wit 
three percentage points of the ( 
rect answer on about eighty-five 
of every hundred tries. (This ex|M 
ment. of course, was not a field j( 
the work involved was merely 
random selection of 400 out of 4 
000.000-plus cards. What is pr<* 
is that the sample reflects the ceffl 
accurately, (not that either is nee 
sarily true.) Where surveys go wro 
today, it is either by that matl 
matical necessity which lies belli 
the very idea of sampling, or by I 
researcher's failure to make the d 
he needs sufficiently objective in t 
eyes of the people from whom I 
data is sought — CordelPs "next < 
sade. . . ." 


No matter what 

your tape problems, 

WNBQ is better 

equipped to handle 

them than any 

other station in the 

country. This 

is no idle boast. 

WNBQ has complete 

tape, to film 

facilities, . 

more color- equipped 

tape recorders 

than any other local 

station in the 

l country, and a staff 

of technicians 

and production 

experts second 

to none. 

Video Recording Sales 

Merchandise Mart 

Chicago 11, Illinois 

SUperior 7-8300 


I Continued from page 39) 

to measure changes in awareness! 
knowledge, attitude and purchase 
tential, of Proctor products resul 
from viewing the spring camp;i 
showed. A before and after rest 
design was adopted for this st 
enabling comparisons to be mad 
the levels of awareness, atitude, 
purchase potential, prior to as 
as after the campaign. 

Heavy viewers are those ho 
wives who watched at least 10 of 
60 possible episodes of Proctor-s 
sored programs during "the past 
weeks" or who viewed The J 
Lewis Show and at least five da\ I 
episodes. Occasional viewers an 
other housewives who report le 
exposure to Proctor-sponsored 
grams. Non-viewers are those ho 
wives with no exposure to this 
paign. Therefore, changes tal 
place among the non-viewers, if i 
measure the effectiveness of word 
mouth, or in-store merchandising 
The sample was selected by ram 
procedures from local telephone di 
tories in 24 markets, by Marke 
Impact Research, an independent 
search company. Nearly 1,000 I 
phone interviews were completed 
the "before advertising" phase, 
spondents were queried about hr 
awareness of small appliances a; 
as their viewing of the six da; 
shows, and were recalled immedia 
after The Jerry Lewis Show to d( 
mine their viewing of this progr 
The "after advertising" sai 
comprising more than 1,200 ii 
views was asked the identical < 
tions on appliances and daytime v 
ing. Jerry Lewis viewing was d< 
mined by a previous phone inter? 
on the night of the show. 

The question on brand awarei 
was unaided. The proportion of \ 
pie spontaneously mentioning Pr< 
improved 38% between the "bef< 
and "after" calls. Awareness anl 
non-viewers remained virtually 
changed. Also increasing substanti 
between phrase of calls was sld 
identification. Almost 2.5 times 
many heavy viewers could identify^ 

there a in your houa 

with Proctor after the campaign tj 
could do so before. Non-viei 
changed only slightly. 

There was also considerable 
provement in the opinion of Pro( 



has more unduplicated programming 

in this area , 

than any other Omaha station! 


ffl ABC 


NBC {}} I CBS 

,1 I 



ss0 uw 





products after the campaign, the 
Stud] points out. The percentage of 
heav) viewing housewives who rated 
tin Proctor toaster as either "one of 
the best" or "verj good" went up 
over 2.5 times during the campaign. 

There were also opinion questions 
comparing Proctor with two of its 
greatest competitors — Sunheam and 
General Electric. The question read 
as follows: "Taking into account all 
the products they make, which do you 
think makes the better appliances or 
are they about equal?" Heavy view- 
ers rating Proctor better than or 
equal to Sunbeam doubled, while the 
non-viewers recorded a small decline. 
The comparison w ith General Electric 
was substantially the same as that for 
Sunbeam, with heavy viewers nearly 
doubling in level while the non-viewers 
opinion decreased. There was little 
or no decline of GE or Sunbeam ad- 
vertising during this time. 

Also showing a sharp increase was 
the image of Proctor products during 
the tv campaign on the part of heavy 
viewers. Viewers w T ere asked "which 
toaster toasts the most slices at one 
time," "is the best-looking." "has the 
most useful features." "does the best 

job of giving \ou shade of toast," 
and the absolute increases in levels 
were 17..V &, 8.1%, .'!' h, and 1.27c re- 
spectively. As in previous cases, none 
of these measures showed a signifi- 
cant change among non-viewers. 

At the same time, GE's and Sun- 
beam's images "declined" among 
heavy viewers in this study. Losses 
ranged from 0.0' < to 6.19? Io r GE 
ami 1 ' i to 5.4% for Sunbeam. 

Also appreciably strengthened 
among those most heavily exposed to 
Proctor's network tv campaign, was 
company image. The image state- 
ments put before viewers followed the 
question: "Which do you feel apply 
or do not apply to the Proctor-Silex 
Corp. and its products?" The seven 
statements with absolute increases in 
parentheses, were "modern progres- 
sive company" (30.8%) ; "appliances 
are among the best made" (28.1%) ; 
"classed with the most respected ap- 
pliance companies" (25.9%); "do a 
lot of research in designing their ap- 
pliances" (25.9%); "not an old- 
fashioned company" (20.8%) ; "one 
of the leaders in the appliance field" 
(20.6%); and " a major national 
company" (20.2%). 

want to talk image? 

SPONSOR has assembled 37 

different ads showing you how an 
"image" can be created for a station. 

Whether you want to sell image, 
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advertising approach — SPONSOR has 
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indexed and catalogued showing you 
how the best brains in the country 

solved your problem. 


A sharp rise was also registered I 
the proportion of heavy viewers wll 
would be likely to buy or considJ 
buying the Mary Proctor ironi^T 
table. This measure of purchase jiJ 
tential more than doubled in thl 
group. On the other hand, non-vie\l 
ers showed only a small increase. Tq 
total sample, moving from 14.6% I 
22.8% , increased 56% in its purchaJ 
consideration of Proctor. 

Tv definitely increased product i 
terest in the Proctor line, NBC i 
ported. There were 2.5 times as man 
heavy viewers showing an increase i| 
product interest, while non-viewei 
again hardly changed. 

In summary, 27.1 million hoi 
were reached 4.6 times a day for 
total of 37 million daytime comma 
cial viewer impressions, delivers 
each week. For heavy viewers tl 
average of all 15 measures of a wan 
ness, attitude and purchase potentij 
at the end of the campaign was moj 
than double its original level. 

As a result of its successful sprin 
campaign. Proctor entered a 12-wee 
drive in mid-September on seve 
NBC TV daytime shows for a tot} 
of 30 quarter hours. 

Although the bulk of small app] 
ance buying is done during the lai 
two months of the year, and just 1 
fore Mother's Day, "it is Proctor 
plan to sell small appliances eve 
month of the y r ear," Tendrich tol 
SPONSOR. In order to sell small appl 
ances Mr. Tendrich added, 
must be able to demonstrate them- 
and where else but through tv cj 
you do this?" 

The shows on NBC TV being use 
by Proctor in the current campaig 
include Dough Re Mi, The Jan Mm 
ray Show, Comedy Time, From Thei 
Roots, Make Room ior Daddy, Cot 
centration, Here's Hollywood. 

The sales theme of the fall caq 
paign is carrying through on daytira 
tv the Mary Proctor spray, steam, 
dry iron, and the Mary Proctor flip 
top ironing table (both introduce* 
during the spring campaign) and in 
troducing the self-lowering toaster. 

As for future tv plans, Proctej 
plans to remain in daytime tv, but ii 
also looking into 1961 to "see whal 
all the networks have to offer." Proc 
tor also uses some color newspapej 
ads and bridal magazine spreads, bfl 
usually with no tv tie-ins, "just fJ 
a change of pace." 



■ were Putnam's words at the battle of Bunker Hill, June 17, 1775. Those muskets had a 
fte for the British ... and it was a message that got through! We think there's a lesson here, 
■rim your fire and then get the best dispatcher you know to carry it, be it muskets or a radio 
I Balaban Stations are famous for carrying messages direct to the buyer. On a Balaban 
f |, your message rides on top-flight programming, strong, popular personalities and keen selling 
(•how". Day in, day out, the message gets through with Balaban -couriers par excellence. 

\t* JO At* A .DA JN 5 1 Al 1" XlU in tempo with the times. John F. Box, Jr., Managing Director 


Sold Nationally by Robert E. Eastman & Co., Inc. 

Sold Nationally by the Katz Agency 


(Continued front page 40) 

Sometimes they're made centralis for 
distribution throughout an entire re- 
gion, as in the case of U. S. advertis- 
ers who prepare commercials in Mex- 
ico for utilization there and in Latin 
America. But some foreign markets 
have laws prohibiting the import of 
tv commercials made elsewhere, and 
there's a law in some countries that 
commercials must be live. Sometimes 
brand names vary from country to 
country and commercials must be 
made locally. The length of foreign 
commercials varies from 10 seconds 
to three minutes, depending on the 
country and on the advertiser's choice 
of length. In Italy, for example. 
there's a three-minute period within 
which all the commercials are lumped 
together. In Latin America a half- 
hour film program is actually only 22 
to 25 minutes long, and the balance 
of the time is filled with commercials 
of varying length. 

Are V. S. commercials ever dubbed 
for foreign use? 

Very few commercials used in the 
U. S. are dubbed for foreign use. A 
few years back we dubbed some 

Westinghouse commercials into both 
Spanish and French, and we also 
dubbed into Spanish some Bab-0 sing- 
ing commercials which proved to be 
very effective. But such dubbings are 
the exception rather than the rule. 

What kind of price structure does 
V. S. tr film hare abroad? Hon- do 
prices compare with the I '. S. for the 
same circulation? 

Regarding price structure, it must 
be understood first of all that the 
value of money in many foreign 
countries has no relationship to its 
value here. For example the people 
in Japan live on a yen standard of 
360 to the U. S. dollar under which 
SUM) represents a tremendous amount 
of earning and buying power. When 
a sponsor buys a tv show for $500 he 
is spending a tremendous amount of 
local currency in the terms of his 
business — even though he is spending 
less translated in U. S. dollars than 
for a comparable market at home. 

Supply and demand, of course, op- 
erate abroad just as in the L. S. 
Some of the factors affecting film 
prices are availability, quality, the 
local cost of live talent, the number 
of television stations within each 

In Roanoke in '60 
the Selling Signal 

is Seven... 

Many people, much wampum, 
in Roanoke. Heap big voice is 
WDBJ-TV, serving over 400,000 TV 
tepees in Virginia, N. Carolina 
and W. Va. 

Roanoke not get-rich-quick 
market, but plenty steady. Grow- 
ing, too! That's why smart ad chiefs 
are going western . . . Western 
Virginia, where they'll sell like 
sixty on seven. 

In Roanoke, seven is WDBJ-TV. 
Maximum power, highest tower. 
Superior programming for braves, 
squaws and offspring. 


Roanoke, Virginia 

market, and the seriousness of cf.rj 
petition among U. S. firms sellir 
there. Another dominant factor 
the purchasing power of the popul 
tion as it affects the dollar value 
expenditures of the tv users. 

It is unquestionable that prices 
tv film shows are considerably low 
in foreign markets than in compar 
ble U. S. markets, offering what's pe 
haps the lowest cost-per-1,000 in 
for a U. S. sponsor. 

What kind of success hare foreift 
advertisers had tcith I. S. tr films? 

In Mexico City Procter & Garr 
has used a daytime and afterm 
strip of re-runs for the past thre 
years. It is our understanding thj 
the cost-per-1,000 is the lowest eve 
in Mexico and one of the lowest in 
anywhere in history. (Agency 
Noble Advertising, Mexico City. > 

Shell Oil Co.'s first overseas fill 
buy was Highivay Patrol in Poi 
tuguese for all of Brazil. Today itl 
one of the top-rated shows there an 
is having a tremendous impact fd 
the entire Shell marketing organic 
tion in Brazil. 

You may also have heard of t 
success of Pet Milk with Cisco Kid 
Puerto Rico and General Elect 
with Favorite Story in Mexico Cit\ 
Incidentally, local advertisers h; 
great success with U. S. shows. On 
of the largest realtors in Buenq 
Aires, Villafane Molina v Cia.. r 
ceived over 1.500 inquiries on i 
apartment project in one month, 
was advertised only on the Cisco K 
program. They've sponsored the pr 
gram for three years now. 

Just why do V. S. advertisers In 
If. S. film shoics overseas? To sell »/* 
cific products, or for public relatt 
and employee relations purposes? 

The majority buy because fill 
shows are able to draw large aud 
ences at low cost, that favorable coal 
per-1,000 again. The determinin 
factor is still how many people yo 
can get to listen to your messages an 
at what cost. We have found thi 
about 95% of U. S. advertisers 
tv film overseas to sell specific prod 
ucts. and perhaps only 5% buy flj 
purely institutional reasons. But th 
motives are actually mixed to sons 
extent. Certainly most sponsors w 
to sell their products, but they mil 
also consider a show for its corporal 
image as well. 

Why did Chase Manhattan Bam 




. . . presented to us by the Radio Television 
News Directors Association for outstanding 
reporting of a community problem. This is 
the second citation awarded WCCO by 
this great group . . . the first coming in 
1 955 for being the Outstanding News 
Operation of the nation. Last year we 
were honored by being named News- 
film Station of the Year, an award pre- 
sented by the University of Missouri 
school of Journalism and the Encyclopedia 

We accept these honors with pride. They 
signify that we have achieved and are 
maintaining our fundamental goal of 
excellence in our news coverage. They j 
symbolize the recognition WCCO Televi- 
sion receives everyday from the vast num 
ber of people who depend on this station 
for the finest in television news coverage. 
This is the difference between Good and 
Great in Minneapolis, St. Paul Television. 

iepresented by 

m* 1 

5 to be included 
within the body of the 
advertisement to the left. 

r CCO Television's 
ial $1200 four 
year scholarship, to an 
outstanding student 
entering the school of 

irnaiism at the 
Iniversity of Minnesota, 

GREAT in Minneapolis- 
St. Paul Television is 

*From an address by Pro! 

Richard Yokam, School o 

Journalism, Indiana Univef 

to the RTNDA C 

October 6, 1 9 
in Montreal, Can< 








Advertising is a true invest- 
ment. It must be based on 
sound judgment. In Colum- 
bus, you get maximum re- 
turns on your investment 
when you advertise on the 
New WCOL! 

The New WCOL offers the 
largest listening audience 
at lowest cost*. Don't spec- 
ulate with your dollars. In- 
vest in New WCOL Blue 
Chip advertising for great- 
est returns. 

*(You invest in the largest 
share of audience for less 
than half the cost per 
thousand listeners of other 
media. Ratings and CPM 
figures on request.) 
24 hours a day broadcasting 
1230 AM 92.3 FM 

me new 



0p@:m« $ uimits 


WVOK 50,000 watts 


WBAM 50,000 watts 




buy The Man and The Challenge in 
Puerto Rico? 

Actually they bought the show as 
a co-sponsor with Goodyear. At the 
moment of answering this question 
the) were still not yet on the air, so I 
can t give an accurate response. But 
most banks overseas use tv film to 
obtain accounts, increase deposits, 
and to remind everyone of the serv- 
ices the bank performs. 

Hon much does it cost to sponsor u 
series abroad? WhaCs a typical budg- 
et, including the film. time, commer- 
cials, shipping, everything? 

Let's take a hypothetical case of a 
top-rated series in a large Latin 
American market. For 52 weeks the 
advertiser gets 39 programs for 
$13,000, including the repeats. A 
typical freight bill is $1,040 both 
ways, and for duty let's say $520. 
Class AA time might run $7,800 for 
52 weeks. Live commercials run in 
the vicinity of $6,000 for an entire 
year: film commercials might be a 
good deal less if the same commer- 
cials are used for several markets of 
the same language. We believe the 
advertiser should add at least 5% for 
merchandising, point-of-sale material, 
direct mail, and other such promo- 
tion. That would add on $1,050, but 
I feel this figure is actually too low. 
All this gives us a total of $29,410, 
but I would suggest to an advertising 
director that he budget about $35,000 
to cover miscellaneous expenses and 
contingencies which do arise. 

Does the success of foreign adver- 
tisers with V. S. tv shows often encour- 
age them to expand into the U. S. 
market themselves? 

There are a few foreign advertis- 
ers who use U. S. tv film overseas and 
are also fairly large advertisers in the 
U. S., but it's hard to say which came 
first. Bacardi, Philips Electronics. 
San Miguel beer. Heineken beer, Mal- 
ta Corono, and KLM have all used 
our tv film shows overseas and all 
are substantial advertisers in the U. S. 

Do advertisers often use the same 
show overseas as in the V. S.? 

Two advertisers have done this at 
ITP with Ziv-UA shows. Pet Milk 
uses Cisco Kid in some U. S. markets 
and also in Latin America, and Bris- 
t&I-Myers bought Tombstone Territory 
on ABC TV some time ago and 
leased rights to it in six Latin Ameri- 
can markets. ^ 


1 Continued from page 49) 
and demonstrate that the actual vali 
of KELO-TV coverage went consi< 
erably bevond what the metropolis 
area ranking would indicate. 

M\ a-sociates and I felt that tH 
key to success in this market 
area coverage coupled with aggre 
sive promotion. 

Thus the first step in our big sale 
job was to expand our coverage area 
not only to a large expanse of geoj 
raphy, but tailored to the flow of di- 
tribution, filling a real need for 
single advertising medium serving 
market area previously serviced < 
by a patchwork collection of n 
stations and newspapers. 

Building KDLO-TV was the initia 
step in this planned expansion. 

Next came building KPLO-TV. Thi 
filled out a natural coverage patter! 
which closely parallels the flow 

Our 104 county coverage area t 
compasses parts of five states. \ 
forms a natural market area, fillin 
an important gap between Minn] 
apolis and Omaha. To fill the nee^ 
for an all-inclusive term to describi 
this vital market, we coined thj 
name KELO-LAND. 

With the start of operations 
KDLO-TV. and later KPLO-TV ai 
important policy was established 
This is the "one market — one buy' 
concept, which means that all KELO 
TV programing is automatically carj 
ried on the booster stations. Thu: 
is possible to program a full schedul 
worthy of a major metropolitan sta 
tion, since the combined coverag 
area of KELO-TV and booster 
KDLO-TV and KPLO-TV lifts ou 
ranking well into the nation's Top 10 

Sales at the regional level wer 
easiest, because it is immediately ap 
parent to local distributors that tb 
73,496 square miles of KELO-LAM 
are generally a duplication of thei 
own marketing areas. It is this logica 
""flow of distribution" that gives u 
an important advantage in fitting ad 
vertising campaigns to local and i 
gional sales tactics and coordinatioi 
with distributors and dealers. 

Aggressive promotion continued a 

part of the big sell. A recent exampk 

is our highly successful promotion i 

which 100 local merchants coopel 

i Please turn to page 64 I 




The New Dimension In Radio 
In Major Markets 

nese are your Quality Music FM Stations 

. . . Delivering the largest single Quality market in America 
. . . The Fine Music audience, most influential, most efficient 
and most responsive. 

■is market now represents over one quarter of ALL U. S. 
nilies. The fastest growing advertising audience today 
s. . reached most effectively through Quality Music pro- 

Kms. An audience which cannot be duplicated with any 
er broadcast medium. Loyal and receptive Quality Music 
idience listening averages 3 hours per day, 4 days per week. 

spons/ve; Quality Music audiences are pace setters at 
age of acquisition and are able to buy. Quality Music 
vertisers have found this audience to be most responsive 
well-directed appeals. 

W Cost: Because the medium is young and growing fast 
ality Music Stations offer the chance to establish time and 
lience franchises at extremely favorable low cost. Any 
lker-Rawalt office listed below can give details on these 
tions. We hope you will contact them soon. 


To 450,000 FM homes in metropolitan 
Philadelphia, WIFI means fine music at 
92.5 on the dial. The ever increasing 
number of local and national advertisers 
using WIFI attests to its popularity in 
the nation's 4th largest market. 


The Pioneer FM fine music station serv- 
ing 200,000 FM homes in the Scranton- 
Wilkes-Barre, Hazelton area of 3 million 
people. Since 1947 WYZZ has built up 
a "captive quality music audience" un- 
duplicated by any other station in the 


The fine arts music station for 130.000 
FM families in the 12th national market. 
Quality Music program format and 
quality control of commercial copy gives 
the advertiser a solid unduplicated re- 
sponsive audience. A station for nation- 
al advertisers to check carefully A\hen 
setting up radio plans for Baltimore. 

National Representative — WALKER- RAVVALT COMPANY, INC. 

3 Madison Ave. 
f York 17 
ijray Hill 3-5830 

360 N. Michigan Ave 
Chicago, III. 
Andover 3-5771 


100 Boylston St. 
Boston, Mass. 
Hubbard 2-4370 

672 S. Lafayette Park PI. 
Los Angeles, Calif. 
Dunkirk 2-3200 

260 Kearney St. 
San Francisco, Calif. 
Exbrook 7-4827 

■JNSOR • 24 OCTOBER 1960 

in Cleveland! 

. . . with the most extensive interna- 
tional, national and local news cov- 
erage in town. More people dial KYW 
for News than any other radio station 
in Cleveland.* KYW Is your Mo. 1 radio 
buy in Ohio's Mo. 1 market. 

Represented by AM Radio Sales Co. 
Westinghouse Broadcasting Co., Inc. 


l Continued from jxige 62 l 

ated in a gigantic summer contest 
which sent 44 people on an all-ex- 
pense-paid luxury vacation in Las 

Our popular children's personality. 
Captain Eleven, has made hundreds 
of personal appearances, with a rec- 
ord of at least one visit to every town 
of over 1.000 population in our en- 
tire area. 

KELO-LAND weatherballs on the 
skyline in Aberdeen. Watertown, 
Huron. Pierre, and Sioux Falls are 
a familiar symbol of our operation. 
These large neon balls predict the 
weather and sell us at the same time. 

All of the above are ingredients of 
one giant sales campaign. 

We now rank as the nation's 81st 
tv market. 

This has been my greatest sale. Its 
success can be measured by the en- 
thusiastic acceptance of our stations 
by advertisers at all levels. 

Robert B. McConnell, ■ -p- & 

general manager. WISH, Indianapolis 
There have been many great sales 
of many different sizes at WISH ra- 
dio and television in the 15 vears 

ve been associated with the stations. 
Some have contained elements that 
were verv complex while others were 
simple, less complicated sales that re- 
quired call after call and an extraor- 
dinary amount of pavement pounding 
and hard-sell convincing. 

I am sure many salesmen agree 
that their greatest sale wasn't neces- 
sarily their largest. I think the great- 
est sale I ever made was my first sale. 
Upon separation from the United 
States Navy in 1945, I joined the 
sales staff of WISH radio. Since my 
previous experience had been in pro- 
graming instead of sales. I wasn't 
given the prize account list of the 

One of the first accounts I called 
upon was a local mortuary. They had 
never purchased any radio advertis- 

ing, and one of the family who ha: 
died advertising told me that radic 
couldn't benefit their business. 1 
made a suggestion that they sponsnn 
a 15-minute program of old hit musicj 
because I reasoned that most funeral 
arrangements were by older people; 
I explained it was my impression thai 
the burden of such arrangements usu 
ally fell to the eldest brother, son, etc 
My suggestU" apparently made sense 
to the mortician. 

We both agreed that the cog>| 
should refrain from any "hard sell* 
and should be strictly identification 
and institutional. He said he'd try il 
for 13 weeks, and I quickly produced 
a contract from my pocket. Then i 
looked like all was lost. He insistei 
on reading even word of the fim 
print on the back of the contract. Af 
ter the complete reading, he finally 

The contract was one of the moal 
important. It started me on a sales 
career in broadcasting, and it gave 
me confidence when I was nearly 
scared to death. I'm sure it wa 
greatest sale because it started a sales 
career that has continued for 15 years 
and is still going strong. 


i Continued from page 35 i 

unsold announcement time." 

The road to a solution was su^ 
gested by the media director of art 
other Chicago shop. In a letter 
sponsor, he wrote: 

"Currently, the stations as an 
ganized group are active in the abov« 
areas: via the NAB Code certail 
ground rules are set forth, \etwo 
policies differ, and agencies art 
charged with obtaining the best po= 
sible treatment for their clients from 
both network and station. 

"It is essential to eliminate the 
growing area of confusion, with par- 
ticular reference to governmental i 
lationships. I would sav that the NAB 
should take it upon itself to arrange 
with the AAAA. the ANA and the 
networks to set up a special composite 
committee charged with drawing up 
regulations satisfactory inasmuch as 
possible, to all. The regulations 
should then be adhered to by station, 
network, agency and advertiser, alike. 

"Admittedly, this is an ambitiouij 
project. Nevertheless, it need be so in 
order t~> provide an equitable set if 
around rules." f* 



IN INLAND CALIFORNIA (and western Nevada) 


jdUXlo^AS tvuyte -fiyt-t^e ftunieu 

resno is the nation's Number One 
gricultural county and the heart of 
America's raisin industry. 
More Fresno listeners will hear 
bout your product on Fresno's Bee- 
! ne station, KMJ. Compared to the 
^cond best stations in this market, 
1MJ delivers: 

35' "r more of the morning audience 
14' r more of the afternoon market 
' 31 /c more of the evening audience 

(April I960 Pulse)* 

No question but that Beeline Radio 
is your key to the desirable Fresno 
market. And that's true for all five 
Beeline markets in the Billion-Dollar 
Valley of the Bees. As a group, the 
Beeline stations reach more radio 
homes in these markets than any com- 
peting combination — at the lowest 
cost per thousand.* Ask about the 
three discount plans that make Bee- 
line Radio a timebuyer's dream. 

'Nielsen and SR&D 

/UcCfatciuf B/UXfefcaatuuq Coi«f><M«f 



NSOR • 24 OCTOBER 1960 




Columbus and Miss WCOL (both f 
lumbus, O.) headed N.Y.C.'s 5th Ave 
met N.Y.'s Mayor Wagner, Gov. Ro 

rom Co- 

,i i «> nit 


PRESS PARTY staged by ABC tor its new 
radio series 'Flair,' finds comedienne Jean 
Carroll, featured on the show, chatting 
with ABC vice president Robert Pauley 

■> & 


The Tea Council (Burnett) mad 
official its decision to put all it 
money (SI. 4 million) into pria 
for a while. 

Said chairman of the council RoF 
ert B. Smallwood: "The use of th 
mass circulation magazines' region; 
editions enables the council to cove 
in depth the same markets whi 
were covered by last year's tv mi 

Campaigns: Contadina Food 

i Cunningham & \^ alsh. San Fi 
cisco). going heavy on spot radio t 
push its tomato paste. First of M 
five-week flights began last week ii 
28 major markets. Minute. 30- ant 
20-second spot saturations of tbj 
Contadina jingles are being 
during strong housewife listening 
times . . . B. T. Babbitt (O 
Morev. Madden & Ballard I . goini 
spot radio ( minutes i in New Yorn 
New Jersey areas. Philadelphia. Bof 

SPORT SHIRTS IN LATE OCTOBER are the uniform of the day in and around Miami Beach, Florida, for location crews currently shootf* 
half-hour episodes of Miami Undercover for first-run syndication. The series, produced and distributed by Ziv-UA, stars Lee Bowman, and Rock 
Graziano. Howard W. Koch, director, also directed several episodes of 'The Untouchables' among other television programs. After first week o 
» in 18 markets including Buffalo, Miami, Columbus, Norfolk, Phoenix, El Paso. Salt Lake City, Bakersfield, and Bisi 

L. A. and Albany, for Oakite . . . 
£ Frost Sugar (National Sugar 
ning Co.) trying out spot tv in 
ke\ cities. Ten-second spots in 
ime and late evening slots . . . 
ania Lighting Products, Div. 
>vlvania Electric Products, Inc., 
g heavv on net radio to push its 
ibulbs. Ninety-seven Sylvania 
mercials will be heard during 
; net shows: NBC News on the 
r, Monitor, CBS News, Amos and 
v Music Hall. Gunsmoke, Have 
Will Travel. Johnny Dollar, 
tense. The Mitch Miller Show. 
McNeil's Breakfast Club, ABC 

*rsonnel moves: Charles W. 
: helan to new post as merchandis- 
2 manager, of Schick Safety Razor 
>.. Div. of Eversharp, Inc. He's 
liner merchandising manager of 
nerican Weekly . . . Miles Kehoe 
med marketing head, food and 
locery products, Hunt-Wesson . . . 
.obert S. Wheeler from Bovle- 

Midway, household products. Div. of 
American Home Products, to Corn 
Products Sales as v.p. and marketing 
director in charge of new products 
. . . Steven J. Wadyka from media 
director, Young & Rubicam, to Pharm- 
co, Inc., Kenilworth. N. J., as assist- 
ant to v.p. in charge of advertising 
. . . George Abrams to J. B. Wil- 
liams Co. (formerly Pharmaceuticals. 
Inc.), on product development and 
company expansion. 

Advertising awards : Southern 
California Gas Company, and 
Southern Counties Gas Com- 
pany, recipients of Southern Cali- 
fornia Broadcasters Association rec- 
ognition award, "for 20 years with 
the same program on the same sta- 
tion." The program: Evening Con- 
cert on radio station KFAC, L.A. 


AAAA's board chairman, Harry 
Harding, is taking a dim view of 

recent publications downgrading 
the advertising profession. 

His suggestion: "someone should 
write a book called, The Proud Per- 

Admen on the move : David Math- 
ews to head broadcast activities, 
Fuller & Smith & Ross, L.A. office . . . 
John E. Stoller from account execu- 
tive, Rumrill Company, Rochester, to 
broadcast media manager, that corn- 
pan) . . . Robert C. Howard from 
General Mills, Minneapolis, to re- 
search supervisor, Foote, Cone & Beld- 
ing. Chicago . . . Donald W. Osten 
from media supervisor, Gardner Ad- 
vertising, St. Louis, to account execu- 
tive, Duncan Hines special baking 
mixes, P & G, St. Louis . . . Walter 
H. Johnson Jr. from senior v.p. 
for marketing, Capital Airlines, to 
McCann-Erickson as v.p. . . . Law- 
rence Butner from chief buyer. Al- 
bert Frank-Guenther Law, N.Y.C., to 
manager, Radio and TV Department, 
that company . . . Gene Taylor from 

*W NAB LEADER, Fla. Gov. LeRoy Col- 
; (c) meets with policy committee mem- 
,s (l-r) Merrill Lindsay, exec v.p. WSOY 
?catur); Clair McCollough, pres.-gen. mgr. 
|(inman Stas. (Lancaster, Pa.); S. R. Shaf- 
exec v.p. WIS, WIS-TV (Columbia, S.C.) 

jEWERS of TvB's new Videotape recorder 
.1 (l-r) Blair-TV's Ralph Allrud, Bob Hemm, 
I nk Martin; Shaun Murphy, national sales 
k KTVI (St. Louis); Edw. Benedict (N. Y. 
( ss mgr. Triangle Stas.; Otto Ohland, 
i- k Denninger, Blair-TV; Norman Cash, pres. 

; Edward Shuric 

STUNT MAN Ted Brown, WMGM (N.Y.) d.j., bids his wife adieu as he climbs aboard 50-foot 
platform at site of new Americana Hotel. Brown will broadcast aloft from station wagon for an 
undetermined period. Station is offering prizes to viewers who guess correct length of time 

criioSiahon WMGMs MAN IN Tffi SKY-TEOBfil. 

' - !C 'TOW BALI J™ 


FILM does the Impossible" 

THE REAL McCOY! Not a background 
projection! This scene, from a 60-second 
TV film commercial, was shot, as a unit, 
lL " roof of a Brooklyn 
— real as life, and 



York, N.Y. Chicago 1,111. 

W. J. German, Inc. Agents for ti 

Eastman Professional Motion F.^.„. 
Fort Lee, N.J., Chicago, III., Hollywood, 

PRODUCER: Gray-O'Reilly Studios 
ADVERTISING AGENCY: Young and Ruble. , 
ADVERTISER: General Cigar Company, Inc. 
PRODUCT: Robt. Burns Continental 

McCann-Marschalk to v. p. and crea- 
tive director. Fuller & Smith & Ross 
. . . Jim Pratt from White & Shu- 
ford, El Paso, to Radio-TV director, 
Taylor-Norsworthy. Dallas. 

More admen on the move: Ray- 
mond Brophy from Colgate-Palm- 
olive to Ogilvy, Benson & Mather as 
market research supervisor . . . Jack 
Hill from N. W. Aver to Ogilvy. 
Benson & Mather as media research 
supervisor ... Clare N. Atwootl 
from Bisbing Business Research, Mil- 
waukee, to Gardner Advertising as 
account executive on the Elanco di- 
vision, Eli Lilly . . . Richard IN. 
Risteen from Sullivan. Stauger, Col- 
well & Bayles to Needham. Louis, and 
Brorby. as v. p. and director of mar- 
keting . . . Lou E. Sargent from 
Fleetwood Company to R. Jack Scott, 
Chicago, as marketing and merchan- 
dising director . . . Edward P. Gal- 
lagher from Norman. Craig & Kum- 
mel to Kenyon & Eckhardt, as account 
executive. Beecham Products, Mac- 
leans toothpaste . . . George A. 
Welch to manager. Pittsburgh office. 
Fuller & Smith & Ross . . . Frank 
G. Hunsicker from George Fry & 
Associates to Ted Bates as v. p. and 
director of personnel. 

And more admen on the move: 
Ken Shaw from JWT to OB&M as 
senior producer, broadcast depart- 
ment . . . Peter Johnson from Mc- 
Cann-Erickson to Kenyon & Eckhardt 
as tv commercial writer . . . Perry 
Schofield from Bozell & Jacobs to 
Friend-Reiss as v.p. in charge of crea- 
tive services . . . Dick Content from 
Y&R to Kenyon & Eckhardt as tv 
producer . . . Radford Stone from 
NBC to OB&M as broadcast super- 

They were named v.p.'s: James 
S. Bacharach, Trendex . . . Milton 
H. Raymond, Grant . . . Bruce M. 
Dodge, North Advertising . . . Rob- 
ert H. Ellis and James J. Jordan 
Jr., BBD&O . . . Vern Eastman. 
D'Arcy, Western operations. 

Aylin agency appoints five : Char- 
les Lewis, executive v.p. . . . James 
Dahmer, Beaumont. Tex. office man- 
ager, from sales promotion manager, 
KFDM-TV. Beaumont . . . James F. 
Anderson, v.p. in charge of Central 
and West Texas operations . . . 
James W. Moorefield. art director 

. . . E. T. Nicolaou, production 

Agency appointments: Continental 
Oil ($3-4 million I to Clinton B. 
Frank, from B & B . . . Waring Prod- 
ucts l entire line) to Graceman Adver- 
tising, Hartford . . . Regina Corpora- 
tion to Hicks & Greist . . . Purepac 
Corporation to Weston . . . Reynold 
C. Johnson Co. (Volkswagen. North- 
ern California, to Doyle Dane Bern- 
bach . . . Hollvwood Lanes, Walpole, 
Braintree and Weymouth, Mass.. to 
Ray Barron Inc., Boston . . . Rootes 
Motors (Hillman, Sunbeam, and 
Humber I to Mogul, Williams & 

Branch office: William V. Glastris 
Advertising, Kansas Citv. 

Agencies play host: J. Walter 
Thompson, N.Y.C. to some 14 Jap- 
anese business men studying Ameri- 
can advertising trends . . . NTA, to 
40 Kudner admen at a videotape 
seminar in NT Vs Broadway studios. 


Bediming next week, SRA affili- 
ated firms will be able to cut 
down on the heavy load of paper 
work involved with the contract- 
ing of radio and tv spot buys. 

The new. and much simplified con- 
tract and modification forms, drawn 
up by SRA. with the help of AAAA, 
has been approved by the AAAA com- 
mittee on broadcast media. 

The advantages of the new forms: 

II The blue and yellow forms 
eliminates the need for a rep firm to 
issue seperate order confirmations. 

2) Agencies will no longer need 
to issue contract forms. 

Corinthian this week will demon- 
strate to the trade and consumer 
press how its stations, at a unit, 
covered their own delegates at 
the presidential conventions. 

The showing from tape clips and 
charts illustrating how the stations 
operated will be at the Overseas Club. 
New York. 

Children's tv programing has 
taken a turn for the better, ac- 
cording to the Ideal Toy Corpora- 
\ Please turn to pa^e 7(> I 



When the first video recorders were introduced in 1956, 
there was a big "if." Video recording would revolutionize 
the television industry IF someone could make a magnetic 
tape that would meet its fantastic demands for quality 
and durability. 

This meant a tape with an essentially perfect oxide 
coating that would hold up under tremendous operating 
pressures, heat and tension under repeated use. This, then, 
would result in cutting production costs for TV commercials 
in half, provide perfect rehearsal conditions, eliminate 
fluffs and insure a "live-looking" finished product. In short, 
it meant doing the nearly-impossible. 

3M did it . . . and when the daylight saving time deadline 
of April 27, 1957, brought demands for video tape in 
quantity, 3M did it again. 

What made the difference? Experience and research. 
3M had 50 years of experience in precision coating proc- 
esses. 3M pioneered in magnetic tape manufacture. 

After three years, 3M remains the only commercial 
manufacturer of video tape. While others try to make a 
workable video tape, 3M can concentrate on further 
advances in "Scotch" brand, the tape that is already 




"Scotch" and the Plaid Design are Registered Trademarks of 3M Co., St. Paul 6, Minn. Export: 99 Park Ave., New York. Canada: London, Ontario. £ 1960 3M Q 


What's happening in U. S. Government 
that affects sponsors, agencies, stations 


Theatre owners were licked all along the line in their opposition tactics in the 
Hartford trial case and the FCC will devote all this week to pay tv. 

The defeat concerned having the RKO-Zenith trial run bid broadened in these respects: 
(1) let a trial examiner first hear the matter; (2) the FCC confine itself in assessing whether 
the Hartford application meets the trial standards already set up. 

The radio industry in the aggregate earned more money in 1959 than in 1958, 
according to FCC figures, but it was a very, very spotty picture. 

The networks and their 19 radio stations dropped from a $64.5 million gross in 1958 
to $60.4 million in 1959, though cutting of expenses even more managed to hold losses 
down to $4.5 million in 1959, compared to $4.9 million in 1958. The 3,509 other am and 
fm stations raised their combined revenues by 9.3 percent to $499.6 million and profits 
rose by 11.9 percent to $46.9 million for these independents. 

Within this framework, there were vast differences between stations and between mar- 
kets. Earning $500,000 or over in profits in 1959 were 26 stations (20 in 1958) but 13 sta- 
tions lost over $150,000 (8 in 1958) . Of 3,064 am stations in 1958, 1,013 lost a median 
$7,500 each, or 34.6 percent losers. Of 3,248 am's in 1959, 1,074 lost a median $7,200 each, 
or 34.7 percent losers. 

The median of the 2,174 stations which made money in 1959 was also down, to $10,300 
from the median of $10,600 for 2,053 stations in 1958. 

Fm continued to limp along with the radio networks. Gross of 148 stations not connected 
with am operations in 1959 did rise to $4.3 million from the $2.5 million grossed by 
93 stations in 1958, but losses also rose, from $700,000 to $1.6 million. 

As to market differences, 30 stations in New York City area netted only $7,868,467 
on a gross of $33,816,354, while 23 stations in the Chicago market netted almost as 
much, $7,696,981 on a gross of $22,122,627. On the other hand, Philadelphia's 20 
could gross only $10,816,217 and net only $816,420. In Los Angeles, 29 stations grossed 
a total of $18,183,121, with the net at $3,074,737. More of a contrast still, the 18 San Fran- 
cisco stations could manage a net of only $32,759 between them. 

For the radio industry as a whole, revenues were up in 1959 to $560.0 million, 7.1 
percent more than in 1958, expenses were $517.6 million, up 6.5 percent, and profits 
were up 13.7 percent to $42.4 million. Combined with figures given by the FCC at the 
end of August for tv, total broadcast revenues hit $1.7 billion in 1959, up 11 percent, 
expenses were up 8.6 percent to $1.5 billion and profits were up 26.5 percent to $264.7 

Come high water, or the other, the Federal Trade Commission will not slow 
down on its policing of advertising and business practices between now and the 
time Congress comes back into session. 

Although chairman Earl Kintner is practically in a lame-duck position due to the failure 
of Congress to confirm him and the likelihood that an incoming president will want his own 
man, he still breathes fire. And the other commissioners back him. 

Kintner has now embarked on a series of speeches to businessmen around the nation, 
warning both them and the media against consequences unless they cooperate to clean 
up malpractices on a voluntary basis. 

'NSOR • 24 OCTOBER 1960 


Significant news, trends in 

• Film m Syndication 

• Tape • Commercials 

24 OCTOBER I960 

Owyrliht i960 




Product protection problem is becoming very uncomfortable for some syndi 
cation advertisers. 

Take 7 p.m. Fridays on CBS affiliates, where a syndication half hour is followed by onj 
tobacco, Phillip Morris in Rawhide at 7:30 p.m., and preceded by another, Parliament, i 
the network news at 6:45 p.m. 

Brown & Williamson (Ted Bates) wanted to get out of one show in these Friday slolj 
where its billboards before and aft were both only a station break away from other tobacc 

But the lack of time in mid-October precluded any transfers by B&W out d 
these time periods and hence B&W will accept the lack of product protection there as the lea 
ser of two evils. 

United Artists is the latest Hollywood studio to enter negotiations with the nd 
works for special telecast of post-1948 features. 

UA's three offerings were understood to be Man With The Golden Arm, The Pride an 
the Passion, and Not As a Stranger. 

Previously other studios such as 20th and Columbia tried to make network special 
of their post-1948 features but nothing came of it. 

Stations with small feature film inventories are some of the best customers fo 
theatrical products just now. 

In the case of WISH-TV, Indianapolis, the station paid a reported price of $200,000 fo 
180 of NTA's 20th Century -Fox features, including 61 post-1948's. (For more sales, se 
FILM WRAP-UP, p. 82.) 

Trade estimates are that stations are paying one-quarter to one-third more per pi<l 
ture for the post-1948's than for the older pictures from the same studio. 

Incidentally, there's been much alarm in broadcasting circles lately about the content o 
post-1948 features and especially the question of their suitability under the NAB code. 

Stations now have around 1,000 post-1948's available including 410 UA's from UA^ 
122 Warner Bros, from Seven Arts, 120 foreign films from Flamingo, 62 Loperts from LM 
and 60 others from PTI. (Columbia, Paramount, and MGM post-1948's haven't been put oi 
the market yet.) 

Station men are asking three questions: 1) Are all the pictures usable? 2) Can they b 
telecast intact? 3) Must they be limited to late night showings? 

Station men generally say that they must be vigilant with the scissors on a few recent picj 
tures, perhaps two or three per cent of them. 

Distributors have often cleared the way for stations by dropping out those pictures whid 
aren't suitable, or by warning stations of those titles which are best suited for lati 
night adult audiences only. 

Westinghouse Broadcasting's American Civil War series was picked up by i 
ABC affiliates, bringing total sales of the documentary show to 102 stations. 

The ABC stations picked up the 13-episode series to alternate with its own networl 
Expedition show, which is omitted every third week. 
Distributor of American Civil War is Trans-Lux TV. 


FILM-SCOPE continued 

Outstanding feature films are providing natural local specials for major ad- 
vertisers in important markets. 

In Philadelphia, for instance, WCAU-TV has three sponsors of series of feature film spe- 
cials. They are: 

• Ehi Pont bought To Paris With Love and Cloak & Dagger as specials. 

• General Toy will have three feature film specials between Thanksgiving and Christmas: 
Tom Sawyer, Huckleberry Finn, and Alice in Wonderland. 

• Schaefer beer (part of a multi-city campaign) is continuing its pre-holiday Award 
Theatre specials. 

Triangle Stations were handed their second straight unfavorable legal decision 
this week in feature film cases. 

The N. Y. Supreme Court denied Triangle's application for an injunction to prohibit 
Seven Arts Associated from renting post-1948 Warner Bros, features in its five markets. 

A few weeks ago Triangle received another disappointment in the decision on its suit 
with C&C over feature film billings. 

Ziv-UA reports 18 first week sales of Miami Undercover, now in production. 

Markets include Buffalo, Miami, Columbus, Norfolk, Phoenix, El Paso, Salt Lake City, 
Bismarck, and Bakersfield. 

NTA's two-hour tape drama series, Play of the Week, is coming up for second 
year renewals in many markets. 

Sara Lee foods (Daniel J. Edelman) renewed in Chicago, but Jersey Standard (OB&M) 
left the show in New York and Washington. 

ITC of Canada has scored its fifth sale this year to the CBC. 

The latest, Halls of Ivy, joins General Foods' Fury, Texaco Canada and Tuckett Tobac- 
co's Danger Man, and P&G's two entries on the French Network, Fury and Interpol Calling 
(Furie and Ici Interpol). 

There's still widespread unfamiliarity among some agencies, tape producers 
have discovered, when it comes to the methods and capabilities of video tape. 

Several tape producers have actively campaigned to educate agencies, providing massive 
seminars for their personnel to introduce them to tape. 

This week NTA-Telestudios, for example, was host to 40 Kudner personnel for a 
tape seminar. 

Previously Telestudios took its tape demonstrations to N. W. Ayer in New York and was 
host to J. Walter Thompson in another wide-scale tape seminar. 

Paper Mate (FC&B) will use entertainment to make its tales point in pre- 
Christmas commercials this year. 

Joe E. Brown will appear in a series of spots illustrating a "goof-proof" theme. 
The commercials will go into NBC TV day and night participations and also into 
NCAA football and Dick Clark on ABC TV. 

• 24 October 1960 73 

A round-up of trade talk, 
trends and tips for admen 


24 OCTOBER i960 One of the automotive agencies is going through a lot of frustration with \\t 

owvriiht i mo Detroit contracts. 

sponsor The problem: inability to get copy approval. 

publications inc. Interpretation of the rumor mill: the factory's bending an ear to solicitations. 

What looks like the first nighttime casualty on CBS TV: Witness. 

The network's scouting around for a replacement at the end of Witness' initial 13-wedj 

Keeping the star buttered up with other than salary is getting to be a 
twist in sponsor relations. 

Witness the report that Kraft, whose deal with Perry Como runs out at the end of thd 
present season, is putting the vocalist in the twin role of supplier of containers for thf 

Neither party would comment but there was a little hassle over the commer 
cials Philip Morris proposed using for Marlboro (Burnett) on CBS TV's special 
The Year of the Polaris, the week before. 

The network didn't fancy having the blurb delivered across a desk with a miniature mi» 
sle on it. It didn't think it appropriate. CBS had its way. 

A Philadelphia agency has been looking for two months without success for a 
media analyst with two years' experience. 

The reason hasn't been the starting salary : the prospects don't want to leave New York 
where they think the pastures for their end of the trade are greener. 

Esty, which bills $75-80 million from but 10 accounts, is suddenly on the prowl 
for business in the non-volatile goods field, and may pitch for an automotive. 

Philosophy of the agency up to now had been: we want to stick to products that go up 
in smoke or go down the gullet or drain or evaporate in the skin. 

Curious example of the new marketing age: there's a supermarket in L. A. 
that's selling Falcons by the pound. 

The pitch: take it by the pound and it's cheaper than coffee. 

Reps have a hard time recalling when the competition for a set of prospects b.M 
been as intense as they are in the case of the WBT-WBTV and WTOP-WTOP-TY 

There are at least six rep firms contending for these plums. 

The breakaway date from CBS Spot Sales is June 1961. CBS Spot Sales' profit take from 
its operation now comes to about $4.5 million a year. The non-o&o's account for about $1.5j 
million of this. 

74 SPONSOR • 24 OCTOBER I960] 


A four man team headed by Captain Fiske 

is the 


It covered 5 miles in 3 minutes, 20.5 seconds 




Northwest Orient Airlines used only 
WSAI in Cincinnati to promote a Hawaiian 
tour. Says Donald Kimel, Area Sales 
Representative for Northwest: "This is 
the most successful radio tour ever gener- 
ated from the area. I think it is sig- 
nificant that your station was able to 
generate over $20,000 worth of busi- 
ness for us with just two one-minute 
spots a day for two months in the Jack 
Reynolds show. No other advertising 
media were used on this tour." In Pro- 
motion ... in Productivity . . . WSAI is 
The PACESETTER Station in Cincinnati. 

Represented Nationally by gill-perna New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta 

OR • 24 OCTOBER 1960 


Take TAE 

and See . . . 

how top production 
facilities make hot 
adjacencies even hotter 

• Pittsburgh's largest studio space: two huge 
drive-in studios . . . spacious outdoor facilities 
. . . two in-studio bowling lanes'. 

• Two dual control rooms, each with custom- 
designed and built RCA audio boards, tran- 
sistorized switchers, and the latest RCA 
special effects amplifiers. 

• Four Vidicon film chains: tour 16mm pro- 
jectors and two 35mm slide projectors. 

• Ampex VideoTape facilities. 

• Complete production facilities for I6mm 
sound or silent film . . . 35mm slide produc- 
tion equipment . . . fully equipped art de- 
partment, scenic and prop shops. 

• TeleScript production aids . . . TelePro rear 
projection units. 

• Full 100,000 watt signal power: two trans- 
mitters, two antennas with independent trans- 
mission lines, and three power supply sources 
at the huge transmitter installation. 





I Continued from page 69) 
lion's advertising director, Mel- 
vin Helitzer. 

Helitzer stoutly disagreed with the 
mowing criticism of the medium's 
''unwholesome" kid shows, in a talk 
before the Pittsburgh Radio & TV 
Society, last week. 

Coffee and tea makers are hiking 
their tv expenditures to new 

According to TvB. coffee companies 
took the spending lead with net and 
spot tv gross time billings of $21,807.- 
054 for the first six months of the 
vear. The tea advertisers racked up 
a gross bill of $5,413,851. The trend 
will continue upward, says TvB. 

Note: The Tea Council has just 
decided to put its next campaign in 

Insurance companies are going 
in for heavy tv programing with 
"wide audience appeal." accord- 
ing to TvB. 

The programs: Twentieth Century 
(Prudential). Celebrity Golf (Kemp- 
er). The Right Man (Travelers), To- 
day, (Insurance Company of North 
America), Thriller (Allstate), Ameri- 
can Heritage (Equitable). Gross time 
billings for 1960. will top $16 million, 
is TvB's estimate. 

Ideas at work: 

Tv witchcraft : WFLA-TV, Tampa- 
St. Petersburg, viewers, junior edi- 
tion, will celebrate Halloween by ap- 
ing their favorite tv personalities. The 
station started a run on Huckleberry 
Hound and Lone Ranger costumes in 
local shops bv inviting the youngsters 
to come garbed as the tv favorites. 

Dog-gone it ! : KNUZ, Houston, area 
pooches are straining at the leash 
dragging reluctant masters — so the 
release reads — to the station to com- 
Dete in the latest promotion stunt — 
Most Pooped Pooch. The attraction: 
Houston's dog-tiredest dog wins for 
himself a real Texas-st\le weekend. 
The weekend: air-conditioned repose 
in a kennel: six months' supply dog 
food: an individual monogrammed 
food bowl; and a new collar. Extra 
attraction; his own private fire plus. 

People on the move: Guy Tiller 

from sales staff ( KWWL-TV, \\ ater- 

loo, Iowa, to sales staff. WLOS-'l 
Greenville, S. C. . . . John Bnr| 
from sales staff to national sales c 
ordinator, and Claude Taylor fro|l 
account executive to assistant salj| 
manager, WJZ-TV. Baltimore . 
Alan B. Johnstone to sales depaJ 
ment. KEWB, San Francisco . ,T 
Irving Stevens from KEX, radi| 
Portland, to sales development 
promotion director, KFMB-TV, Am 
and FM. San Diego. 

Thisa 'n' data: Broadcast AdvertiMI 
ing Club members heard A. C. N^"* 
sen Co. chairman, Arthur C. Niels 
explain the importance of marketii 
research, at a luncheon in ChicaJ 
last week . . . TvB has put out j 
brochure, Image Through Items, 
suits of a Pulse conducted study macjl 
in the Minneapolis-St. Paul market. }j 

Kudos: WNCT, Greenville, N. 
presented award by North Caroliii 
Agricultural Stabilization and Cert 
servation State committee for ' 
standing public service to farmed 
and the general public in Eastei 
North Carolina. 

FCC's broadcast financial dad 
for 1959 shows that the radio in 
dustry as a whole had total ret 
enues of $580 million, 7.1% ov«j 

The time sales breakdown by dil 

Network S 32,65§dI 

National spot 188,143,01 

Local 359.138,ol 

Total $579,940,0(1^ 

(See SPONSOR-SCOPE, page \ 
and Washington week, page 71, f| 
more figures out of FCC '59 radj 

Ideas at work: 

Down to earth: WMGM. N.Y.I 

whose air personality. Ted Browl 
spent six davs, three hours, and 31 
minutes ensconced in a station wag< 
on a platform some 50 feet in the al 
has come down off his lofty percl 

Over 150.000 entries were received I 

the station from listeners, and visitol 
to the site, venturing a guess as to thj 
exact time Brown would descend f r< >l 
his novel living, broadcasting quai 

24 OCTOBER 1 ( »^ 


Take TAE 
and See 

TAE-time is ABC-time! 
Get your extra-hot 
adjacencies now. 

wT AE 



You know that it's the extra push that makes the difference 
between an average campaign and a "Red-Letter Success. 
You get that EXTRA PUSH when you buy WOC-TV 
WOC-TV effectively specializes in co-ordinating and mer- 
chandising your buy at every level — the broker, whole- 
saler, direct salesman, key buyer as well as the retail outlet. 

This "togetherness" sells products in the nation's 47th TV 
market. More than 2 billion dollars in retail sales ring on 
the retailer's cash register Over 438,000 TV homes are 
within the 42 counties of WOC-TV's coverage area. 

To the National Advertiser, 
WOC-TV offers the greatest 
amount of local programming — 
over 33 hours each week — and 
the finest talent in the area put 
these programs across. 

Your PGW Colonel has all the 
facts, figures and other data as 
well as day by day availabilities 
See him today 





Bl i rENDORf / ,OWA 


rs™ "J? 

ters. The closest guess will win ' 
station wagon as the prize. 

Free samples: WIL, St. Lot 
WRIT, Milwaukee, and KBOX, 
las are trying out a new car mail 
ing project. The idea: specially 
duced announcements, on a saturat 
basis, are being aired by the statio 
urging listeners to see the new i 
lines in their respective dealer she 
rooms. Letters with not-negotia! 
checks in the sum of 818,000, are tl 
sent to the dealers advising that tl 
a comparable sum in free air time 1 
been handed out in their behalf, 
low up contacts by station accoi 
executives, and direct mailing pis 
spotlighting the stations facilities ca 
plete the station selling job. 

How radio reaches 'em: K1$B 
Portland, tested its station reach \v; 
an unique contest Radio Read 
Everywhere. Listeners were invited 
write and tell the strangest plal 
where thev have listened to the < 
tion. From the deluge of letters it i 
learned that a traffic officer carried 
transistor in his cap; a mother 
three listens on a trampolin 
some members of Lncle Sam's Kl 
hear the Portland station deep bel 
the Pacific in a submarine. 

Cool radio listening: KBIG, Ca| 

Una, came up with a cool idea in a 
vertising for its sponsor. Alpine, ma 
er of evaporative air coolers hv sclie 
uling spots only on days when t! 
temperature soared above the I 
mark. Alpine sales increased 2(1 
with this method. 

What next?: KBON T , Omaha, 
cashing in on the instant product U 
bv giving its listeners an Insta 
Weather News. The combination coi 
munity service, news and station pr 
motion gimmick goes like this: \W 
the use of phone company answer] 
facilities and equipment, the static 
records complete current weather ro 
ditions and a 24-hour forecast, pi 
the top news story of the hour, eva 
hour, 24 times a day. Listeners av« 
themselves of this modern day capsuj 
report by dialing the phone number. 

Radio puts on the dog: KDVTI 

Minneapolis-St. Paul, paid tribute 
the canine set by staging a personalit 
contest for members of man's be 

24 OCTOBER 191 

/'Il tell you about it in Carolina classrooms, 
arm homes of the fertile Piedmont. WSOC-TV's worthy 
practical public service features are another 
t of the program structure that changed viewing 
its in America's 25th largest tv market. 
/ers get more, advertisers get more on Charlotte's 
)C-TV-a great area station of the nation. 


CHARLOTTE 9-NBC and ABC. Represented by H-R 

WSOC and WSOC-TV are associated with WSB and WSB-TV, Atlanta; WHIO and WHIO-TV, Dayton 
j'NSOR • 24 OCTOBER 1960 79 

friend clan. In honor of National 
I)"- Week, the -union received (and 
examined) hundreds of photos from 
all classc- of dogdom in an effort to 
locate the pel with the most appealing 
personality. Contest over and doggj 
prizes distributed, one question re- 
main-: Will the cats demand equal 

People on the move: Sidney Gold- 
stein, secretary-treasurer. Consoli- 
dated Sun Rav Radio Stations 
W PEN, Philadelphia: WALT. Tarn- 
pa; W SAL Cincinnati I. named secre- 
tins of the parent organization . . . 
George Gray from eastern division 
manager. Paramount Television Pro- 
ductions to v.p. and general manager. 
W'ORL. Boston . . . Mrs. Shirley M. 
Ott from office manager and sales 
manager. KRIB. Fort Lauderdale, to 
general manager, same station . . . 
Hal O'Halloran, sports announcer, 
KFH. Witchita, KOME. Tulsa, to ac- 
count executive. KOME. Tulsa . . . 
Mike Verges, account executive. 
W TIX. New Orleans, to sales man- 
ager. W WOM. that city . . . Judith 
Law ton from KABC. L.A. writer- 
newscaster, to KNDI, Honolulu, as 
station manager . . . Cal Culver from 
KFYR-TV, Bismarck, N.D. to KBOM, 
same citv. as station manager . . . 
E. C. Hughes from KFW'B. L.A. to 
KLAC. Glendale, as account execu- 
tive . . . Martin Giaiino. from gen- 
eral sales manager WILX-TV. Lans- 
in?. Mich., to general manager, 
WPON, Pontiac, Mich. 

Station acquisition: WEW, St. 

Louis, sold to Franklin Broadcasting. 
Sale price: $60(1000. Sale brokered 
1>\ Hamilton-Landis & Associates . . . 
KTVE, El Dorado-Monroe. Calif- 
bought by Veterans Broadcasting Co. 
New officers: Ervin F. Lyke. presi- 
dent; John B. Soell and William H. 
Simons, v.p.'s; George Claffey, trea- 
surer: Grant Neville, secretary. 

Kudos: WIP, Philadelphia, station 
alumni to honor former boss. Bene- 
dict Gimbel Jr., at a get-together in 
Philly, 26 October. 

Thisa 'n' data: WMMM, Westport. 
Conn., took a popularity jump from 
9th to a near tie for second place in 
the recent Pulse study involving the 

station's eight-market coverage area 
. . . WGTC, Greenville. N. C. took 
the direct route in attracting media 
buyers by sending samples of freshh- 
harvested Bright Leaf tobacco to some 
200 l,u\ers. 

National advertiser's are taking 
to fm on the double, according 
to Walker-Rewalt. 

Advertising schedules on Qualitv 
Music FM stations ran double that of 
last vear during the month of Sep- 

The current roster advertiser: Ar- 
nold Bread. Atlantic Monthly, Danish 
Blue Cheese. Oldsmobile, French 
Tourist Bureau, Fleetwood Coffee. 
Chrysler Corp., TWA Airlines. Grace 
Line, Hamilton Watch. Matson Navi- 
gation. Time Magazine and Japanese 

The four-month old FM Broad- 
casters association of Greater 
Kansas City has taken several 
giant steps forward in establish- 
ing f m as a selling implement. 

Their methods: the organization 
originated and produced a 17-minute 
color slide-sound film presentation 
which traces the growth of FM radio 
and stresses its selling potencv. 

More than 100 kev admen were 
exposed to the presentation at a spe- 
cial gathering in Kansas City, last 

FM notes: W r XFM, Chicago, ex- 
tended its evening programing to five 
hours per week with the addition of 
After Hours, last week . . . KMLA. 
L.A. began, last week, to broadcast 
programs in Yiddish, French, Span- 
ish. German. Italian and Hungarian 
via an international segment of pro- 
grams slotted in the early a.m. to 
noon hours. 


Net tv sales: American Tobacco 

I BBDO I to sponsor Remember Hon 
Great, Jack Benny hosting, on NBC. 
9 February . . . Commercial Bank 
of North America i Bach Associ- 
ates) purchased sponsorship of Meet 
The Press. WNBC. N.Y.C. 

New radio affiliation: Kf 

Phoenix, to join ABC, end of 

Promotion idea: NBC TV 

borrowed from the Chinese in it~ 
est promotion gimmick. Fort 
cookies are being dispatched to ai 
ate stations who in turn, are hand 
them out in their areas. When opei. 
the Chinese confection reveals a t 
slip of paper which reads someth- 
like this: Yes! We have Bonai 
every Saturday — \BC. 

Net people: E. Roger Muir 

signed his post as senior menib 
NBC's program department, 
plans: to produce film and live 
productions and theatrical offerii 
in his newly formed company — N 
Merritt Enterprises, Inc. 

Net thisa *n' data: Some 210 G 
affiliate radio stations have been 
ed with season memberships in 
New 1 ork Philharmonic Society. 


Rep appointments : KICN, Deiivi 
to H-R Representatives . . . KIC|) 
Calexico. Calif., to Sandeburg-Gaj 
. . . KSWO-TY. Wichita FaJ 
Texas, to Venard. Rintoul £. McO 
nell . . . WQMR. Washington. D. \ 
to Headlev-Reed . . . WEZE. Bo-t 
and WVET, Rochester. N. Y. to P 
ert E. Eastman. 

New address: Forjoe and Ca 
panv L.A. office location: Pan 
Building. 6362 Hollywood Blvd. 

New office: Robert E. Eastnia 


Personnel moves : John S. Hugh 

promoted to assistant sales manag 
for radio. Averv-Knodel . . . Dona 
F. McCarty from S. E. Zubrc 
Philadelphia, to radio sales st* 
Avery-Knodel. N.Y.C. . . . Lewis 
Johnson promoted manager. East 
office. NBC Radio Spot Sales 
William P. Marseilles from LiaJ 
Trainer Corp.. Binghamton. N.Y.I 
Robert E. Eastman. Atlanta 



. . . others like chocolate, strawberry, 

. in fact, that's the reason for 28 fikvors . . . 

something to suit every possible taste! 

Good, sound programming comes in many 

flavors, too. At KSLA-TV the flavors of programming are 

as many and varied as are the tastes of our 755,000 viewers. 

And each flavor . . . news, variety, public affairs, 

comedy, drama, action . . . has all the richness and 

taste appeal that keeps the viewers coming back for more. 

Our advertisers keep coming back, too, 

for the "double-dip" of KSLA-TV's audience loyalty. 

Ask your Harrington, Righter ir Parsons man to scoop up 

your flavor of availabilities for you today. 

We've got 'em all . . . even plain vanilla! 

shreveport, la. 

OR • 24 OCTOBER 1960 

Syndicators are often able to 
make a success out of a specialty 
that other distributors and pro- 
dneers have overlooked. 

Thus Official Films is riding the 
crest of a wave which it itself did 
much to set in motion: the shorter 
program segment. 

Official's three latest entries of this 
type are Profile and Animal Land, 
each five minutes, and Do You Re- 
member?, a one minute series. 

All are now being shown to net- 
work prospects, but might possibly be 
subsequently released for syndication 

Sales: NTA's post-1948 20th features 
to WKBW-TV, Buffalo; WFAA-TV, 
Dallas, and WFLA-TV, Tampa . . . 
ITC's Canadian office sold Halls of 
Ivy to the Canadian Broadcasting 
Corporation (CBCj. the fifth pro- 
gram deal to that network this year 
. . . Sara Lee renews Play of the 
Week in Chicago . . . CNP's Jim 


exactly a gift . . . but it's yours 
with one simple buy. Buy WSFA-TV and 
you effectively reach Montgomery and 
Central-South Alabama . . . where a 
million people spend over a billion dol- 
lars every year. 



Backus Show to American TobacJ 
(BBDOl on WHIO-TV, Dayton, ;q 
WISH-TV. Indianapolis: Southw 
Public Service. KSWS-TV, Roswe 
Y M.: Kerns Bakery on WLAC-T 
Nashville: and to stations KGM! 
Honolulu; WDAU-TV, Scrantol 
Wilkes-Barre; KFBC-TV. Chevenm 
WJIM-TV, Lansing; KREX-T* 
Grand Junction, and KID-TV, Idah 

More sales: WTVH, Peoria, bougl 
a package of post-1950 Warner Bra 
films . . . UAA features to WOR-T^ 
New York; KHJ. Los Angeles 
WVEC-TV. Norfolk: WOC-TV, Dai 
enoort: WRGP-TV. Chattanooga 
WTVR. Richmond; WTAP-TV. Pari 
ersburg, W. Va.: WOOD-TV. Grai^ 
Rapids, and WSIX-TV. NashvilH 
also UAA Popeve and Warner Broj 
cartoons to KTLA. Los Angeles) 
WTOP-TV, Washington: WFAM-Tl] 
Lafavette: WTRF-TV. Wheeling) 
WOOD-TV. Grand Rapids, af 
WTTG. Washington. 

Programs: Goodson-Todman Pr< 
ductions signed Howard Erskine t 
produce and Larry Marks to produc 
Medical Detectives, a new tv suspens 
series based on Berton Roueche's n<n 
els and his stories in the New Yorke 

Promotion: NTA is oroviding 
special Trailer Quiz to stations buy 
ing its post-1948 20th Centurv Fo: 
feature film package. Viewers 
asked to identify forthcoming tv f* 
leases from glimpses of scenes 
The American Legion Auxiliary' 
Golden Mike award went to Ziv-UA' 
Man and the Challenge. 

Research: Ziv-UA sales researcher 
have discovered that the syndicatioi 
buying pendulum is swinging towan 
sponsors and away from stations. Thl 
year, for the first time, sponsors 
signing the majority of film contract 
(53%), compared to the last year when 
stations still did most of the nej 
ating (51% ) . The rise was attributed 
to the entrance of national advertised 
into syndication; they comprise 31^8 
of buyers of Case of the Dangeroui 
Robin currently', compared to virtual- 
ly nothing when Sea Hunt started] 
four vears ago. 

24 OCTOBER 19601 







1 to 10 40 cents each 

10 to 50 30 cents each 

50 to 100 25 cents each 

100 to 500 20 cents each 

500 or more . 15 cents each 

To Readers' Service, SPONSOR, 40 E. 49th Street, 
Please send me the following: 

N. Y. 17 



FIRM ... 




I * 


CO ©> 


^ CO 












2 Z 


5? f| 
I ~ 










Stations throughout the country 
have gone presidential-poll happy 
as never before. 

The polls varj as to methods: some 
are phone-ins and others are by 
card-: some of the phone solicitations 
are based on carefully devised sam- 
ples and others are willy-nilly from 
the phonebook. 

\t any event it's a game at which 
anybody can play and it has this 
likely asset: stimulating actual voting 
at the polling-place. 

Advertisers are taking a shine to 
public service programing: 

Sponsorship figures of this type of 
programing, over the past three years, 
bear this out. according to CBS's 
John Karol. 

Quarter-hour sponsored programs 
on three networks increased like this: 

• October- April 1957-1958: 357 

• October-April 1958-1959: 475 

• October-April 1959-1960: 569 

This does not include the political 
coverage of conventions, presidential 
campaign doings and election re- 

Here and there: WMCA, N.Y.C., 

premiered last weekend, The Time Is 
\ow, a dramatized study of how one 
southwestern city integrated peace- 
ful . . . WLAM, Lewiston, Me., re- 
ceived kudos from the local paper 
with a feature article and photos spot- 
lighting the station's public service 
program on City Council doings . . . 
WIL, St. Louis, did its part in fire 
prevention week by airing special an- 
nouncements and taking active part 
in the city's parade . . . KTRK-TV, 
Houston, telecast Expedition Houston, 
a historical documentary . . . WFIL- 
TV, Philadelphia. KDKA-TV, Pitts- 
burgh, WBZ-TV, Boston. WJZ-TV, 
Baltimore. KYW-TV, Cleveland, and 
KPIX, San Francisco, to present 
University of the Air series, produced 
by Triangle. 

More here and there: WIIC, Pit! 
burgh, giving cash grant of S2.0G 
to WQED, the local educational 
station for needed sound-proofing 
terial . . . WSEN, Baldwins^ 
\. Y., began a school bus safety 
ture alerting motorists of cautii 
areas . . . WLW-D, Cincinnati, 
quainting area people with out* 
space mysteries with the prog] 
Expedition Space. 

Kudos: WCAU-TV, Philadelphl 
recipient of certificate for meritorio< 
public service from the Internal Re 
enue Service of the U. S. Treasi 
Department for the program Is 
Deductible? . . . WCSH-TV, P.« 
land, recipient of the American Hea 
Association's 1960 tv award 
WCCO-TV, Minneapolis-St. IJ 
news department honored with Radi 
Television News Directors AssocJ 
tions top national award . . . WADS 
Ansonia, Conn., president and gener 
manager Sydney E. Byrne-, awards 
honor title Fund Raising PersonalU 
of the Year by the Connecticut A~s<i 
ciation of Mental Health. 




SO . . . 







TO FRIDAY, JUNE 15-28, 1960 


CHARLES STONE, General Manager ^^^^^^ ^^T W«»^^*W«f 

JIM DOWELL, V.P. & Dir. of National Sales ^■■ IFIRST jV > \ I Ikl TUC OO f AIIMTV 






■ ■ • .- •'• 


hat brings the only clear picture to 
'er 100,000* TV homes with an 
' timated buying income 
< $685,062,000.* 

KVAL-TV Ch. 13 

KCBY-TV Ch, 1 1 

A- y 

KPIC-TV Ch. 4 

Easy to buy! One order, one 
billing to your Hollingbery man 
or Art Moore & Associates 

*A very conservative estimate 
if you have looked at other 
ratings and surveys. 

KPIC-TV Ch. 4 



KCBY-TV Ch. 11 


ONSOR • 24 OCTOBER 1960 


^ mil 


framing and industry 

Tv and radio 

Donald H. McCannon, president of W 
inghouse Broadcasting Co., was present) 
with the coveted Pulse "Man of the Yea 
award. He was honored by Pulse for "I 
dedication to the industry and enlightem 
leadership of the Westinghouse Broadca; 
ing Co.. and of the NAB TV Code Re 
Board which set industry goals, and 
instrumental in raising public service pi 
commercial standards." Previous winner- 

the Pulse award included Robert Kintner, and Marion Harper I 

Harold Miller has been elected vice presi- 
dent and associate media director of Grey 
Advertising, Inc. Coming to his new post 
from Benton & Bowles, Miller succeeds 
Eugene A. Accas who is shifting over to 
the radio tv department as v. p. for net- 
work relations. Most recently Miller was 
v.p. and manager of the media department 
at B&B. Earlier he was media research 
manager for the Biow Co. Other Grey appointments: Philip Brani 
and Helen M. Wilbur have been made assistant media directo: 

Milton H. Raymond has been named se| 
ior vice president of Grey Advertising, I: 
as well as chairman of the agency's nev 
created administrative plans board of I 
New York office. Ravmond joined Gn 
in June of this year as a v. p. and accoi 
group supervisor. For 10 years prior, 
was v. p. first of Dowd, Redfield & Jol 
stone and later, in 1959. its successor ( 
hen. Dowd & Aleshire. Earlier he was with Lester Harrison, Inc. Ri 
mond is a native New Yorker, married to singer Dorothy Sarnc 

James A. Jurist was appointed director of 
business affairs for California National 
Productions, a subsidiary of the National 
Broadcasting Company. Jurist, who came 
to NBC in 1956 from the accounting staff 
of Arthur Young & Co., was employed first 
as financial analyst at NBC. Later, he 
moved up to manager of internal auditing, 
then to chief accountant, director of operat- 
ing budgets. Chicago born, Jurist lived in Brooklyn, has a B.A. fro 
Columbia College, an M.B.A. from Columbia's School of Busines 


We Me Phased 
k tffnn&unce mat 

WSJS Radio & Television 


Are Now Represented Nationally 

^eters, Griffin, Woodward, inc. 

Triangle Broadcasting Corporation 


'NSOR • 24 OCTOBER 1960 87 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

// has often been said that television creates its own markets. Owners of area 
tr stations point out this is particularly true of them. A vocal spokesman on 
this point is John W. Guider, president of WMTW-TV, Portland, Me., (Mt. 
Washington, N. H.). Guider naturally feels strongly about the fact that the 
com entional methods of market ranking do not take into account the specific 
coverage advantage that area stations have. According to Guider, of the 
4r>0-odd commercial television stations in the U. S., only five are area types. 


■ or a long time we have been pounding away at time- 
bu\ers with statistics to the effect that there exist two 
types of tv stations. Those that serve metropolitan markets 
and are termed metropolitan stations and a group of sta- 
tion- that are termed area stations, that do not serve one 
particular metropolitan market but serve a number of 
markets, both metropolitan and smaller. 

\\ e realize that there are a number of reasons for a mis- 
understanding of the terminology area station; mainly, we 
realize some of this misunderstanding stems from the fact 
that there are only about five stations in this country which 
are in truth area tv stations as against some 450 other 
commercial tv stations. 

However, the reason we stress the fact that we are an 
area station and not a metropolitan station should be obvi- 
ous. Start out with the proposition "markets" and you can 
get a pretty good idea of the difference in our "market" 
and the "market" of a city serving a metropolitan area. 

Traditionally stations have been located in and for ma- 
jor cities, and their market has been generally accepted as 
the market of that city in the sense that the market has 
been defined by the Census Bureau, or by custom, or by 
the various agencies that list and give statistics for "mar- 

An area station has no such "market." Its market con- 
sists of a great many small towns and rural communities 
and farms, and in the past it has not been gathered to- 
gethei into any tidy little package such as exists for any 
station located in the first 200 cities (from a population 
standpoint) in the country. 

A Bloomington, III.; a Reno, Nev., or a Charleston, W. 
Va.j will find itself listed among the markets in a dozen 
places, but Mt. Washington, reaching a population several 
times greater than any of these places may not be found in 
some conventional market listings. 

Recentl) however, a television research outfit threw out 
it- long-established concept of what constitutes a market 

and merely measured the actual area served by the varioi 
stations. For the first time Mt. Washington was listei 
not only for the first time as a market, but as the SOtf 
market in the country — an extremely important indicatio 
of the difference between area and metropolitan stations. 

The thing that we hope timebuyers will file away in thei 
minds for use in buying time in the future is that a majc 
population center can account for less than 15% of toti 
population coverage I in our case, for example, the city < 
Portland, Me.). Another example: by far the majority d 
our viewers are to be found in some 1,100 small town 1 
that lie within our primary service area. 

When a distributor or a marketing man speaks of Por 
land, he means the entire marketing area of Maine, Nc 
Hampshire, and Vermont. His distribution lines begin i 
Portland and cover the tri-state area. The advantages c 
an area station to advertisers of nationally or regionall 
distributed products are obvious. 

As an area station we encounter evidence every day ths 
all the rules are made for metropolitan stations and non 
of them ever considers its application to area station: 
Countless examples could be made beginning right with th 
FCC rules: provisions which make all the sense in th 
world for most stations are absurd when applied to are 
stations. Consequently, it is important that the termino 
ogy "area station" be more closely studied by the peopl 
who are investing an advertiser's money in the tv mediuit 

An area station is in a rather unique position. There i 
no other medium that can cover an area like a tv are| 
station. Neither by tv from "metropolitan" stations, radio 
newspapers, match boxes, billboards or any other form o 
advertising is it possible to reach such a large number o ( 
people without using a greater number of outlets. 

So in the future, when someone mentions area station 
and asks about them, I hope the answer will be "Yes, ^ in 
ginia, (and Miss and Mr. Timebuyer), there is suchr 
thing as an area station." W 1 



Gerber Products Company— makers of America's favorite baby food— and the CBS 
Television Network's "Captain Kangaroo"-America's favorite children's program- 
have completed an uninterrupted alliance of four years. And now their fifth year is 
beginning. The key to such a successful relationship? Sales results! As Gerber begins 
its fifth consecutive year of sponsorship, the Captain Kangaroo family salutes its 
friends at Gerber and says "thank you" for continued support and trust. 


addition to Gerber Products Company, represented by D'Arcy Advertising Company, Captain Kangaroo salutes these other sponsors: American Doll & 
>y Corp.; The Borden Co.; Colgate-Palmolive Co.; Colorforms; Coniinental Baking Co.; P. H. Hanes Knitting Co.; Hollywood Brands, Inc.; Little Crow 
illing Co.; The Kitchens of Sara Lee, Inc.; Arnold. Schwinn & Co.; Schaper Manufacturing Co.. Inc.; The Welch Crape Juice Co., Inc; Warner-Lambert 
I larmaceutical Co.; A. C. Spalding & Bros. Inc.; Kellogg Co.; Rainbow Crafts, Inc.; Tootsie Roll Co.; Texaco, Inc. 

24 OCTOBER 1960 


The man and the challenge 

When, in early January. Governor LeRoy P. Collins steps 
in as president of the NAB, he will have the enthusiastic back- 
ing of a large majority of broadcasters. 

Nearly every radio and tv man we have talked to since the 
Collins appointment was announced on 10 October. has ex- 
presesd gratification and delight that the NAB selection com- 
mittee was able to find a man of such stature to head up the 

Several have pointed out to us that Governor Collins, even 
before the Democratic Convention in Los Angeles swept him 
to national tv prominence, was an energetic user of the broad- 
cast media during his two Florida term-. 

He brings to the NAB a sympathy with and an understand- 
ing of the power and importance of radio and tv, as well as a 
high-level knowledge of political and legislative problems. 

But the Governor also faces one of the most challenging 
and difficult jobs which exist anywhere in American business. 

No other large industry — and we say this very deliberately 
— has as many rugged individualists, or as many conflicting 
viewpoints, as has the broadcast business. 

This is at once its strength, but also and especially in times 
of crises the industry's great weakness. It i- difficult for 
strong leadership to assert itself, even when strong leader? 
are desperately needed. 

The test of Governor Collins, after he has had a chance to 
absorb the complex and exhausting details of his new post. 
will be whether or not he can give the industry the vigorous, 
powerful, and forward-looking leadership it genuinely de- 

If he becomes merely a "Washington spokesman" for the 
private aims and ambitions of a heterogeneous group of 
broadcasters, he may be an attractive and highly ornamental 
figure, but he will have failed the larger task. 

If, on the other hand, he can use his office to exert a strong 
positive influence both externally with the public and govern- 
ment, and internally, within the industry itself, he will give to 
broadcasting what every thoughtful man among us know- we 
should have. 

This is the challenge the Governor faces. In this we wish 
him well and. as he assumes his difficult post, we pledge him 
our support. ^ 


Oh, NAB Code! Product protectij 
took its lumps (lining that wild Wor] 
Series, at least during two game 
Ever\ time GM's commercial ende 
it seemed, the radio announcer can 
on with. 'Here's Ford! : ' And whei 
did all those Dooming homers land 
Why, in Scheidey Park! 

The Summit: There's a runu 
around town that David Susskind 
NTA's Open End has plans to tt 
his interview with Mr. K with a re 
bombshell in late December. 11 
guest has not yet been announce* 
but word is out that Mr. Susskii.d 
questions are being drawn up for hii 
by a panel of leading theologians. 

ATTN: Media Directors! Repi 
sentative Joe Martin uncovers 
ready-made ad medium in his hoc 
( with Robert J. Donovan i *■ 
First Fifty Years in Politics." I 
reveals. "I always make a point j 
shaking hands with bartenders wlie! 
ever I come across them, becaul 
their recommendations, voiced at tfo 
moment when mens minds are hig 
ly receptive to ideas, carry 
weight in a community." But Co 
gressman, the boys got so confus 
last year they elected Miss RheinL(*l 
to the State Legislature. 

ATTN: Harry and Bert! Those p 

who are always one step ahead of t 
raw. the strip-teasers, have done 
again — this time under the influen 
of spot tv and radio. There's nowi 
pair who call themselves "The P< 
Sisters." Quite a take-ofj. 

ATTN: Admen! The New Engla 
Journal of Medicine" reported, at 
a study of Trappist monks, that "mi 
er a peaceful life nor a diet extren 
ly low in meat and animal fat 
daily physical exercise ' presei 
(them) from the ills often linked 
high pressure civilization"" typifie<l 
the life of the average Americ 
business or professional man. 1 
an onion in it this time. Arthur. 

The truth stinks: Jack Can* 
morning broadcaster at \^ IL. 
Louis, sends along a hard-luck sto 
about a guy who spent $4,000 f>l 
halitosis cure and then found out tl 
no one liked him anyhow. Well. I 
better than no breath at all. 






Lancaster, Pa. 
NBC and CBS 

316,000 WATTS 

Best buy in the Lancaster/Harrisburg/ 
York area today. This Channel 8 station 
is far and away the favorite in these three 
metropolitan markets and in many other 
communities as well. WGAL-TV delivers 
this responsive, prosperous viewing 
audience at lowest cost per thousand. 


Lancaster, Pa. 

NBC and CBS 

Clair McCollough, Pres. 

i * J + ! 

■ i i i . -r ■ B 


Focal point for the attention of 160,000 visitors to 
the 1960 National Plowing Contest and Soil Con- 
servation Field Days was the assembly area where 
presidential candidates, Vice-President Richard Nixon 
and Senator John Kennedy delivered major farm 
policy addresses. 

Despite rain, mud and inclement weather, huge 
crowds of midwesterners visited Plowtown, U.S.A. 
near Sioux Falls, South Dakota to hear the presi- 
dential aspirants, tour the 100 acres of farm exhibits 
and watch contestants from 14 states compete for 
the national plowing titles. 

Most of the major farm machinery manufacturers 
were represented in the exhibit area, displaying and 
demonstrating over $5,000,000.00 worth of the latest 
farm equipment. 

WNAX-570's co-sponsorship of this national farm 
event is a part of a continuing program of service 
to agriculture, reflecting the long record of leader- 
ship in farm broadcasting in WNAX Big Aggie 
Land where the farmer is King. 

WNAX-570, the nation's 40th Radio Market is the 
only single medium that reaches and delivers this 
rich agricultural area. 




TllT I 


31 OCTOBER 1»«0 
44>4 a copy* £8 a y«ar 


the wonderful world of music 


AND — The Wonderful World of Selling join forces 
to provide the advertiser a vital avenue of 
growth in one of the nation's richest markets. 

your east man New York Chicago San Francisco Los Angeles 
Dallas St. Louis Detroit Atlanta 

AIR TRAILS stations are 

WEZE, Boston; WKLO, Louisville; 
WING, Dayton; WCOL, Columbus; 
and WIZE, Springfield, Ohio. 


$200 MILLION? 

Some industry people 
think it will reach 
that level this year, 
but others disagree 

Page 27 

Admen question 
by stations 

Page 30 

How Bob Mohr 
put Timex 
in No. 1 spot 

Page 35 

annual farm 
radio/tv report 

Page 37 


2 ld f 

Just as important as one's 2nd shoe is 
Michigan's 2nd TV market ... that rich 
industrial outstate area made up of 
populous cities . . . 3,000,000 potential 
customers . . . 684,200 TV homes (ARB 
March '60) . . . served exclusively by 
WJIM-TV for 10 years. 



ring the nation's 37th r 

ively serve LANSING . . . FLINT. . . JACKSON 
. Represented by Blair TV. WJIM Radio by MASLA 





. . . and 30 years of KTRH 
programming has devel- 
oped a pattern of listener 
loyalty blanketing over 80 
counties, serving over 
1,087,100 radio households 
and extending over 60,000 
square miles. Compre- 
hensive news reporting, 
tasteful music, sports, farm 
information and variety 
give KTRH the popular bal- 
anced programming that 
benefits over four million 


50,000 WATTS -740 KC 


© Vol. 14, No. 44 • 31 OCTOBER I960 




Will spot radio hit $200 million? 

27 SRA says "yes," some reps say "maybe." All are more concerned t 
the concentration of ads in top markets, tv-oriented spot radio buyi 

What air buyers say about merchandising 

30 Timebuyers indicate in the seventh NBC Spot Sales opinion panel tl 
station merchandising is on the upswing in radio, on the decline in 

How radio rebuilt 'N. Y. Times' image 

33 Colorful copy is helping erase idea that newspaper is ponderous to rejj 
Saturation radio helped raise weekday circulation 17% in four years' tii) 

Bob Mohr put Timex on top 

35 Revolutionary 7 watch merchandising concept of placing Timex in dru 
tobacco, and novelty chains was largely Robert Mohr's innovate 


37 sponsor's 9th annual summary of trends and highlights in farm rad 
and television summarizes how media work with marketing in new sellii 
concepts. Included in this section are reports from farm advertise 
as well as new farm market data from the 1959 Census of Agricultui 

38 Farm sponsors and markets 

40 NATRFD sparks major 


41 Why International Harvester 

uses rad 

42 Why Massey- Ferguson 


network tv 

44 Farm market basics from th 

e Census 


56 Film-Scope 


Sponsor Hears 

24 49th and Madison 



64 News & Idea Wrap-Up 

6 Newsmaker of the Week 
64 Picture Wrap-Up 


Sponsor Speaks 
Spot Buys 
Ten-Second Spots 
Timebuyers at Work 

76 Seller's Viewpoint 


Tv and Radio Newsmaker 

48 Sponsor Asks 


Tv Results 

1 2 Sponsor Backstage 


Washington Week 


Hill 8-2772 Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. lirminfiiJ 
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Suns«.- 
Boulevard. Fhone: Hollywood 4-8089 Printing Office: 3110 Elm Ave., Baltimore 11, MtJ 
Subscriptions: U. S. $8 a year. Canada b other Western Hemisphere Countries S9 ■ 
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Adorr 
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published mHtM 
by SPONSOR Publicatio 

i inc. 2nd class postage paid at Baltimore, Md. 

©1960 Sponsor Publications Inc. 



*i) i?j *sj ihi sTi p 




s message was created in our agency to remind our people that voting is not a right, not a privilege, but a responsibility of citizenship. It appears 
\\e in the belief that others will also find these words a timely reminder of a basic principle. YOUNG & RUBICAM, INC. Advertising, New York. 

ONSOR • 31 OCTOBER 1960 

in Madison, Wis. 



Jim Mader, Jack Davis, Roy 
Gumtow, Luella Mortenson, 
Tom Hooper, Steve Heefner 




10,000 watts at 1070 Kc. 
make WKOW "Wisconsin's 
Most Powerful Radio Sta- 





A responsive audience of 
"able-to-buy" adults at 
Madison's lowest cost per 

Ben Hovel, Cen. Sales Mgr. 
Tony Moe, Exec. Vice Pres. 
Larry Bentson, President 

Phone Headley-Reed 
or Wayne-Evans, Mpls. 



of the week 


ISetv freedom for broadcasters and the accompanying respoM 
sibilities is the main theme of this falVs series of eight .Y fl 
regional conferences. Recent governmental moves point /■ 
ward looseneil controls on over-all program planning and 
the political field. Policy committee is spreading the icon 

The newsmakers: The NAB has fielded a three-man rel 
team charged with the job of bringing broadcasters up to date < 
changing relations with the Federal Government. Dividing up tl 
eight-conference course are Clair R. M 
Collough, president of the Steinman 
tions; G. Richard Shafto, executive v 
WIS-AM-TV, Columbia, S. C, and Merr 
Lindsay, executive v.p., WSOY-AM-F? 
Decatur, 111., who make up the NAB polit 

These men are addressing themselv 
primarily to three recent government 
changes of heart: 

• FCC's plans to permit broadcasts 
to arrange their programing categories on the basis of specific corl 
munity needs instead of fixed percentages. 

• More lattitude for broadcasters in dealir 
dates, brought about bv Congressional 
modification of Communications Act per- 
mitting this year's major candidates for 
President and Vice President to make sev- 
eral radio/tv joint appearances without the 
provision of equal opportunitv for minor 
partv candidates. 

• Cancellation of the FCC policy state- 
ment which had implied broadcaster re- 
sponsibility to announce the source of 
phonograph records received free of charge 
though used only for broadcast purposes. 

The NAB triumvirate is telling broadcasters throughout the natu 
that should the FCC's new programing proposals go into effe< 
the\ will be able to "forget about percei 
ages or most of them, and organize pr 
graming structure to meet the needs ai 
desires of the community in light of oth 
services that are being provided to tl 
community." "Other services" presun 
would include educational stations, v 
music systems, theaters, and education 
institutions, as well as other commer i 
broadcasting stations. The NAB looks fo 
ward to elimination of duplication if fixe 
percentages go. 

with political canq 

. Richard Shalio 

Merrill Lindsay 


• 31 OCTOBER l'>6 


could have been the"Col. Henry "of WPTR 

Because WPTR creates the kind of exciting, independent 
radio that would have fit Watterson's temperament like a 
glove. The "Colonel", as he was affectionately called, saw 
:he news not as news alone but as an obligation to take a 
position on it as well. In the process, like WPTR, he lit a lot 
» if fires. 

yet this very dissemination of news (48 broadcasts every 
lay) and the independent thinking about that news (edi- 
.xirials whenever and as often as necessary) has made WPTR 
he outstanding radio voice it is today . . . and the Number 1 
public service station in its area as well. 

ii the process WPTR has lit a lot of fires with both audience 

and clients, too. According to Pulse it is the dominant station 
in this 2,000,000 plus market. Local sponsors give it more 
local advertising than the next three stations combined. At 
the national level it carries more total advertising than the 
next two stations put together. In every way— people buy 
what it has to sell. 

Represented nationally by Robert E. Eastman & Co. In New 
England— by Foster and Creed. 

Leople-M- J-^X. 50,000 WATTS 

Duncan Mounsey, Exec. V.P. — A division of SCHINE ENTERPRISES. 

iONSOR • 31 OCTOBER 1960 



Already renewed 
in cities like New 
York, Los Angeles 
and Detroit on 
basis of first-year 
success . . . riproar- 
ing high-gear 
adventures of two 
long-haul truckers. 




Dramatization of 
James Fenimore 
Cooper's famous 
stories... John Hart 
and Lon Chaney 
play Hawkeye and 
Chingachgook in 
this stirring 


Louisville, Dallas 
and Boston are 
just a few of the 
cities where repeats 
—sometimes the 
10th or llth-of 
this series have 
consistently won 
larger audiences— 
and completely 
trounced competition! 


Another distinguished 
dramatization of a 
famous classic, this time 
Alexander Dumas' 
dashing "Count of 
Monte Cristo." 
Brings alive the full 
spectacle of one of the 
world's most thrilling 
adventure stories. 



Mysteries are 
again the show of 
the moment and 
this one, relating 
the tremendously 
popular adventures 
of Ellery Queen, 
master detective, 
is among the best 
of them all. 





This filmed-on- 
location series, 
about New York's 
8,000,000, stars 
Lee Tracy, who's 
winning new kudos 
for his role in 
"The Best Man." 





Norman Reilly Raine's 
beloved Saturday Evening 
Post characters Annie 
i and Capt. Bullwinkle 
f come hilariously alive 
in this series that is 
tickling funny bones 
all across America. 


Sophisticated and 
so very funny, this 
delightful series 
tells about the head 
of a small college, 
his wife and his 
rather large family 
of teachers and 
students. Stars 
Ronald Col man 
and Benita Hume. 



The most watched dog in America is available 
as your watch dog, offering you the best 
sales protection a sponsor can have to win 
blue ribbon ratings for you. JEFF'S COLLIE 
has won the Emmy and Peabody Awards, 
as well as a host of others and is among 
the most popular TV shows in America. 
Three wonderful years of 
JEFF'S COLLIE are now available. Each 
of them or all of them offer you the best 
safeguard we know for increased profits 
in the coming season. 

leneral drama 


For adventure, for 
romance and all-round 
entertainment, these 
feature films from a 
major Hollywood studio 
star Barry Sullivan, 
Rhonda Fleming, 
Rory Calhoun, June Havoc 
and many other luminaries. 


From Stage 7 and 
Your Star Showcase, 
two of the best general 
drama series, comes 
this specially selected 
group of non-violent, 
all-family stories. 
Entertainment's the 
keynote. Thomas Mitchell, 
Peter Lawford, Diana Lynn 
are among the stars. 

fiblic service bellringer 


"Miss Frances" Horwich 
leads this TV classroom 
for young children and 
their parents. All-new 
.edition of the 
show which won 
Emmy and Peabody 
Awards and many more 
have been praised by 
critics and audiences. 

Here are VVm ways to convert 
sporadic spot users into sponsors. 
Find out today which ITC series 
is available in your market. 


KSDO SAN DIEGO . . . your front row center for 

the world's most beautiful music. Selective 

programming has built a fantastically large audi- 

end of faithful and appreciative listeners who 

enjoy the very finest in music from outstanding 

artists. Evening Concert . . . heard Monday thru Sunday 

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world of sound. 

7&— 7 

est Fine Radio I 


♦Sold nationally by Daren F. McGavren & Co. Sail DiegO 

The Gordon Broadcasting Company 

KQBY ... San Francisco — KSDO ... San Diego — KBUZ . . . Phoenix 


Editor and Publisher 

Norman R. Glenn 
Executive Vice President 
Bernard Plait 

Elaine Couper Glenn 

Executive Editor 

John E. McMillin 

Managing Editor 

Alfred J. Jaffe 

Midwest Editor (Chicago) 

Gwen Smart 
Film Editor 

Heyward Ehrlich 
Associate Editors 

Jack Lindrup 
Ben Seff 

Walter F. Scanlon 
Michael G. Silver 
Ruth Schlanger 
Diane Schwartz 

Art Editor 

Maury Kurtz 
Production Editor 

Lee St. John 
Editorial Research 

Elaine Johnson 

Sales Manager 

Arthur E. Breider 
Eastern Office 
Willard Dougherty 
Southern Manager 
Herb Martin 
Midwest Manager 
Paul Blair 

Western Manager 
George Dietrich 


L. C. Windsor, Manager 
Virginia Marlcey 

Readers' Service 

Barbara Wiggins 


S. T. Massimino, Assistant to Publisher 
Laura O. Paperman, Accounting Manage* 
George Becker; Michael Crocco; Syd Guttf 
man; Wilke Rich; Irene Sulzbach; Dorothyf 
Tinker; Flora Tomadelli 






Represented Nationally by gill-perna New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta 

I'NSOR • 31 OCTOBER 1960 


Talk about vintage years! In 
the last three, wine, ale and beer 
advertising has increased 206% 
on WPAT. The secret? Our pro- 
gramming, whose uniquely still 
and sparkling properties provide 
the perfect setting for any prod- 
uct. And, of course, our unparal- 
leled vineyard ... an area of 31 
counties in New York, New Jer- 
sey, Pennsylvania and Connecti- 
cut where more than 17,000,000 
people live, work and buy in more 
than 5,000,000 radio homes. 
There's no doubt about it: 
WPAT is a peerless seller of 
America's leading labels. Among 
them: Ambassador, Budweiser, 
Ballantine, Carling, Cinzano, 
Gallo, Hensler, Heineken's, Krue- 
ger, Knickerbocker, Martini & 
Rossi, Miller, Moet, Opici, 
Piels, Roma, Rheingold, Ritppert, 
Schaejer, Schlitz and Schmidt. All 
of them, in only three short years, 
have advertised on WPAT ... the 
station with the spirit of success. 


by Joe Csitlt 


Up front in tv: politics & pay 

The Great Debaters, Vice President Richard 
Nixon and Senator Jack Kennedy, did indeed 
get some not-too-restrained fury into exchanges 
in the second and third meetings, and there is 
no reason to believe that the fourth session, 
scheduled for 21 October (next Friday as this 
is written) will revert to the dull and polite 
postures of Debate No. 1. And the Arbitron 
reports on the second and third duels indicated that the candidates 
did not lose too much audience. Arbitron had indicated that the 
first meeting was witnessed by 73 million viewers in 29.4 millioi 
homes. Its figures for the second meeting showed 66 million viewers 
in 24.6 million homes, and for the third, a climb back to 70 millioi 
viewers in 26 million homes. 

Presumably the fireworks of the second meeting re-attracted soni< 
of the citizenry which was driven away by the excessive quietude 
of the first debate. However, the generation of a little heat on bod 
sides apparently has created a new, and possibly even more serious 
problem. The Quemoy-Matsu issue was the one over which the 
candidates fell into the most bitter and vehement differences. Am 
the result was that far too much time was devoted by each of thq 
men to this single issue. For as important as the issue is, it certainly 
is no more important than a number of other issues before the 
voters. This poses, of course, the dilemma that if a debate over i 
single question is to become honestly emotional with a subsequen 
necessity for somewhat more time for rebuttal and counter-rebuttal 
many other important issues may suffer from lack of time and atten 
tion. I am inclined to agree with Mr. Nixon that two hours woule 
be a far more sensible time span for debates such as these than the 
one-hour stanzas we have been witnessing. I say this with a ful 
awareness of the possible result feared by many : that the candidates 
will be unable to hold the attention of a great many viewers over i 
two-hour spread. Notwithstanding this objection, I would certainh 
like to see the two-hour debate attempted. 

Veep sporting a rug? 

At least one review on the third debate (13 October) brought tc 
light yet another risk the candidates participating in these word-fest: 
encounter. Variety viewer Carp, in covering the third meeting, said 

". . . Surprisingly, no one has mentioned it before, but Vice 
President Nixon is wearing more than make-up. To one who ha! 
known him for 14 years and lives near him, it is an obvious fac 
that Nixon has more hair up front on tv than he does arounc 
Washington. He must be wearing a hair piece." 

This portion of the review was picked up and run as his leac 
(Please turn to page 14) 


Food, toys, candy, clothing — all youth- 
inspired items plus merchandise for adults 
get effective exposure in this new WBEN- 
TV late-afternoon entertainment package. 

Youngsters revel in the kiddie acts, circus 
features and adventure segments. Adults 
•enjoy the nostalgia of seeing big 
names of a bygone day. 

From Warners' 2000-plus 

get the facts 

big MAC 

library of famous featurettes, 210 are pro- 
fessionally integrated into daily programs 
of interesting variety. 

THE BIG MAC SHOW can do a big job 
for you in Western New York. With back- 
to-school planning and holiday promotions 
coming up, now's the time to make your 
move. A good place is the BIG MAC 
Show on Ch. 4 — where your dollars 
always count for more. 


The Buffalo Evening News Station 


CBS in Buffalo 

Affiliated with WBEN Radio 

\SOR • 31 OCTOBER 1960 




(Syracuse, Channel 3) 

delivers 44,287 more 

homes than its major 


WSYR-TV plus Satellite 

WSYE-TV deliver 

73,089 more homes 

than the major 


The big bonus of 28,180 homes 
delivered by WSYE-TV (Elmira, 
Channel 1 8) MEANS BIG MARKET 

''All figures NCS No. ) weekly circulation 



Sponsor backstage {Continued from page 1 


item, Thursday (20 October) by New York Journal American I 
columnist Jack O'Brian. I have no idea whether or not, or to wh< 
degree it might cost Mr. Nixon votes if the citizenry learns thj 
he's wearing a rug. But as stated by Carp, there seems to be sonu 
thing faintly unattractive, if not vaguely dishonest about the Vee 
presenting more hair on the tv tube than he does around the Capito 

On the threshold of FCC hearings 

On Monday (24 October) the Federal Communications Commi 
sions kicks off its hearings on the Connecticut pay television situ; 
tion. There have been several very interesting developments on th 
front in the past week or so. To begin with the FCC is limiti 
participation in the hearings to the parties directly concerned, 
cept for a representative of the National Association of Broadcaster 
The NAB's tv v.p. will be the only public witness, and the on] 
witness not directly and specifically concerned with the Connectici 

This means that only duly authorized representatives of the Hai 
ford Phonevision Co. and the Connecticut Committee Against Pi 
Tv will be permitted to testify. HPC, as you'll recall, is of cours 
RKO General, Inc. and Zenith Radio Corp. Zenith has just set U] 
firm called Teco to promote the Zenith pay tv system, and Ted 
announced that it has just hired highly successful and veteraj 
Broadway, Hollywood, and television producer Leland Havward ^ 
program director for Phonevision. You remember that on tv H 
ward produced the sensationally successful Mary Martin-Ethel Me 
man show for Ford's 50th anniversary a few seasons ago, as well 
the more recent Fabulous Fifties. He currently has Miss Martin 
Sound of Music and Miss Merman's Gypsy on Broadway 

Hayward is the second major entertainment figure on the produ 
tion and programing level to go to work for current key pay 
operations. Miss Jean Dalrymple, of course, works in a capacil 
similar to Hayward's for Paramount's International Telemeter p 
tv system. Miss Dalrymple, you probably know, has a distinguisli 

(production career behind her, including outstanding work w 
the New York City Center. 
Miss Dalrymple, and her associates in the Paramount Telemeti 
set-up, have just concluded a deal with the American Federation 
Television and Radio Artists. And this, I would guess, brings a g< 
deal closer, the day when specially produced plays on tape will 
presented on the Telemeter pay tv system. 

The Telemeter group, you'll recall, is the one which has been coi 
ducting the Etobicoke experiment about which I've done sever 
previous pieces. Telemeter, incidentally, just released the list of tl 
motion pictures they've run in Etobicoke since last February, aloii 
with the percentage of the subscribing homes which payed to vie 
each. It is interesting to note that only three films were viewed I 
more than 40% of the subscribers and of these three, two vei 
religious pictures, The Ten Commandments, and The Nun's Sloi 
Etobicoke's continuing experiment, and the next several week? 
the FCC should shed important new light on the pay televisil 

31 OCTOBER 15| 

Time buyers 
at work 

iarry Durando, Donahue & Coe, New York, is impressed with the 
ontribution of merchandising support on the part of spot radio. 
With the ever-increasing competition for the attention of the Ameri- 
an consumer, advertisers and agencies are pressing more and more 
H wring every possible value out of the appropriation. We recently 

ompleted a spot radio campaign _..._ 

nd realized a tremendously effec- 
ve merchandising program with 
lis buy. These promotional pack- 
ges were provided by top stations 
i each market, not just by sec- 
ndary stations which offer mer- 
handising as a kind of "make- 
ood" for their lack of audience 
' rength. Since we at Donahue & 
! oe must look for the media values 
rst and then consider merchan- 
dising secondarily, we were grati- 
'ed to see good broadcast buys coupled with effective merchandising 
fans, tailored specifically to our client's needs. Though it's too 
fkrly to evaluate this campaign's over-all effectiveness, two results 
re in. The advertiser is so enthusiastic that heavier radio weight 
!{i 1961 is under consideration. And, other product managers in 
ie client's organization are watching with interest and anticipation." 

raham Hay, broadcast media supervisor, Compton, New York, out- 
tiies his departmental set-up this way: "Buyers are placed in one 
U two groups at our agency, the brand buyers and the spot 
tiyers. Those serving in the capacity of brand buyers, who work 
erectly with the associate media directors on specifically assigned 
brands, are responsible for over-all 
planning for their brands, individ- 
Wm ual market analyses, testing activi- 

ties, network program supervision 
and servicing, budget maintenance, 
client contact on media matters, 
etc. While brand buyers do not do 
the actual buying of spot an- 
nouncements, they are responsible 
for the maintenance of effective 
schedules which fulfill the brand's 
strategy of buying. The actual 
buying is done by the spot buyers, 
lis group is headed by a supervisor whose job is to train them, to 
e that correct buying procedures are followed, and to act as liaison 
tween brands with simultaneous campaigns. Brand buyers have time 
develop new plans for their brands, while spot buyers concen- 
ite on one important aspect of timebuying and learn more rapidly." 



ONSOR • 31 OCTOBER 1960 



And in 

Northeast Kansas 
It's K-TOP 

1490 KC • TOPEKA 

Represented by 

The first Nielsen Report* covering all the new shows of the season 


Here's a list worth looking at. It's a list of favorite shows, all 
broadcast on ABC-TV and all placing first in their time 
periods. Six of them are brand new: Bell & Howell Close-Up!, 
Bugs Bunny, Flintstones, The Law & Mr. Jones, My Three 
Sons, SurfSide 6. One is new on ABC: Peter Gunn. And 
eleven are established winners: Cheyenne, Hawaiian Eye, 
Lawman, Maverick, Real McCoys, Rebel, Rifleman, Robert 
Taylor's Detectives, 77 Sunset Strip, Untouchables, Walt 
Disney Presents. What pleases us most about these shows is 
that they please the viewers. And, we trust, the sponsors, too. 

in competitive markets most homes watch ABC-TV most of the time! 












'Source: Nielsen 24-Market TV Report covering all commercially sponsored half-hour evening 
programs, week ending Oct. 16, 1960. Sunday, 6:30 to 1 1 PM, Monday-Saturday, 7:30 to 1 1 PM. 


No significant difference! 

This was the verdict of 
i A. C. Nielsen Company 

ng their qualitative 

ilysis of the audiences 

: two New York TV stations 

» leading Network station 

and wpix, the prestige 

dependent. This special study 

/ides a direct comparison 
f the audiences of both stations 
ring the hours 7-11 PM, 
i nights a week: 





en states: "None of 
the comparisons yielded a 
significant difference." 

Saying it another way, the 
"content" of a rating point 
on wpix and the leading 
Network station is the same! 
(Details upon request) 

v here are 




the prestige 
independent with 

Most significant tv and radio 

news of the tveek with interpretation 

in depth for busy readers 


CBS TV won out over NBC TV in the furious bidding for one of the biggest 
daytime plums of the season: $3.4 million from R. T. French (JWT). 

Spot tv — to the extent of $700,000 — will also be the gainer of French's new media 
policy which makes tv an almost 90% beneficiary of the company's 1961 budget. 

(The major loser is print.) The CBS buy: four quarter-hours a week. 

In contending for the business the webs sought to sweeten their offers with nighttime 
minutes but French, which had been on CBS, decided to stick to daytime exclusively. 

The hard fact of the swing in media strategy is this: French has elected to assign to tv 
practically all the money alloted to promote its new line of instant potatoes. 

About $200,000 of the money comes from its Bird Care division (Foley). 

Gillette's cold remedy division (North) is testing a new tablet in radio. 

The plan is to spend around $25,000 in four markets for a minimum of 12 weeks. 
Nothing, as yet, has been said about spot tv. 

Quett-Peabody (L&N) is supplementing its participations on ABC TV night- 
time with spot tv minutes in night fringe time. 

Other buys or calls for availabilities in national spot tv the past week: Polident 
(Grey); Lanolin-Plus (LaRoche), pre-Christmas; Breck's Glimmer Shampoo (Reach McClin- 
ton) ; El Producto (Compton) ; Sheaffer Pen (BBDO Chicago), pre-Christmas; Johnson's 
Shoe Polish (NL&B), limited list of markets for introduction, with plans for 15-20 
after first of the year; Republican National Committee (Campaign Associates). 

Atlantic/Bernstein Associates, New York, is looking for spots in local children's 
shows for a campaign which Carnival Toys plans to start in January. 

National spot radio can claim a good assortment of 52-week franchise-holders. 

These 52-week accounts, occupying the same spots practically from one year into the 
next include R. J. Reynolds, Pall Mall, Wrigley, International Harvester, Doan's Pills, 
American Cyanimid, Florist Telegraph Delivery and Tubrose Snuff. 

If you, as a seller of spot tv, have your eye peeled on the direction of the econ- 
omy, you might want to ponder this observation made last week to SPONSOR- 
SCOPE by a member of management in an agency with about the biggest stake in 
the medium: 

"When budgets start to tighten, the advertiser looks more sharply for the medium that's 
more flexible to his needs. We look to the networks to go on increasing their flexibility 
and it would be wise for spot to keep the pace in this regard." 

To the average mediaman it may be not only revolutionary but concept-shat- 
tering, but bellwether thinkers on the selling end of spot tv think that the fixed spot 
for package users works against the best interest of the advertiser. 

Their proposal: stop relying on individual ratings; buy on the basis of the station's 
reputation and the average ratings obtained by rotating the spots over a period of weeks. 
The buyer will be less skittish about the ratings fluctuations of network shows to 

which he's linked his spot's fate. 

Of course, there's a rub to all this: the nuances of product protection. 

0NSOR • 31 OCTOBER 1960 



SPONSOR-SCOPE continued 

Shell Oil's ad department has informed inquiring reps that it'll take anothi 
week or two before it knows where it's headed media-wise for 1961. 

The new agency, Ogilvy, Benson & Mathers, hasn't as yet finalized the proposed cor 
platform nor submitted a media strategy recommendation. Air media's stake in the She 
operation now runs to about $7 million. 

Over the years Shell via JWT had built one of the most imposing news franchise 
in both radio and tv. 

There's a suspicion among some reps that the new agency may recommend network. The 
say it won't shock them, since the news periods, because of their premium value, will b 
snatched up immediately by Shell competitors. 

OBM is expected to extend all radio/ tv commitments to 31 December. 

The Metracal-type product continues to burgeon: Quaker's now in the fiel 
with a contestant called Quota, with JWT Chicago as the agency. 

Quota's testing in Chicago and Minneapolis tv and expects to go national with spc 
the turn of the new year. 

Minvitine (C. E. Frank), which is also in the weight-control sweepstakes, has bee 
using spot radio for its introduction. It goes network tv next month, with buys c 
Dave Gaxroway, Jack Paar and Person-to-Person. Initial budget: $250,000. 

It's no news to the trade that the bulk of national spot spending is being cot 
stricted to fewer markets over the years. SPONSOR-SCOPE, to project this situation i 
its latest dimensions, has broken down the FCC's 1959 figures in 10-market batches. 

Here's how that breakdown stacks up: 

First 10 $ 77,944,143 41.4% 

First 20 99,885,602 53% 

First 30 114,822,412 61% 

First 40 125,189,895 66% 

First 50 132,991,923 71% 
Note: In the 24 October SPONSOR-SCOPE Atlanta should have been included as amoi 

the top 20 markets; to be exact, 19th, with an expenditure of $1,849,545. 

George B. Storer and Katz last week were discussing the likelihood of Storer 
setting up national sales offices in New York and Chicago for its tv stations, I 
using Katz for representation of the four outlets in aU other cities. 

The rearrangement would not affect Katz' representation of Storer's radio statio 

Tv stations involved: WJBK-TV, Detroit; WJW-TV, Cleveland; WAGA-TV, AdanU 
WSPD, Toledo. 

Also to be settled was the cut-off date, probably not until a year hence. 

The vacuum in farm news created by switch of WLS to a metropolitan oper 
tion has been filled: 13 Illinois stations have formed their own farm news operatioi 

It's known as Farm Radio Service, Inc., with Chicago as headquarters. Organizer! 
Lloyd Burlingham, Western Advertising; William Nolan, ex- WLS engineer. 

Sponsor support to date reads like a Who's Who in farm broadcasting: Inte 
national Harvester, DeKalb Agricultural Association, Keystone Steel & Wire and Honeggq 
& Co. First item on schedule: noon report from Chicago's Union Stockyard. 


It looks as though the BBDO study on the current dimensions of radio and ho 

it can best be bought and used will be coming from the printer next week. 
The project was started last spring. 


SPONSOR-SCOPE continued 

NBC TV has extended the time discount concept to some of its nighttime pro- 
grams: the longer you stay with them the lower the price per broadcast. 

The principle is definitely an innovation for the business. 

Six NBC shows are being offered on this basis. The asking prices per commercial 
minute of the six in terms of contracted length: 




Dan Raven 






Wells Fargo 






The Deputy 



This Is Your Life 



* Replaces Riverboat 23 January. 

Still another one-time spot perennial has joined the network tv daytime camp: 

General Foods' Baker's Chocolate. 

NBC got it. The buy: a quarter-hour on alternate weeks. 

Judging from the early ratings returns, the consensus among agency tv execu- 
tives is that the audience leadership night by night isn't going to be much different 
from what it was last season. 

The offhand appraisal: Sunday: ABC in the early hours and CBS in the latter half; 
Monday: CBS'; Tuesday, figured as a toss-up between CBS and NBC; Wednesday: 
NBC's; Thursday: ABC's; Friday: CBS' at the start and ABC's after mid-evening; Saturday: 

Side commentary: General Foods, as usual is doing well with its Monday night pro- 
gram brood, but has problems with the Thursday contingent. 

NBC TV is on the verge of putting into the works a master study on the effec- 
tiveness of daytime on-camera personalities vs. filmed commercials in selling a 
product in terms of recollection, believability and conviction. 

The pilot of this major research project has just been completed and the findings so far 
have justified an extensive expenditure. 

Obvious objective: sell the advantages of NBC's people like Bill Cullen and Hugh 
Downs over the film commercials on CBS TV's high-rated serials and ABC TV's film and 
taped show schedule. 

Looks like the participation concept in nighttime network tv will be even more 
pronounced next season: the networks are exerting pressure on Hollywood suppliers to 
direct their producing efforts toward the hour show. 

In other words, if they want to sell to the networks, they'd better concentrate 
on the longer fare, with their best prospects for the half-hour being the advertisers who 
prefer to have their own properties — and these are dwindling each season. 

(See 10 October sponsor, page 31, for list of shows under sponsor control.) 

Tv network selling, like spot, has become pretty much of a short-term business 
and it isn't expected to change during the next two months as the networks seek 
to fill the holes — and there'll be many of them^-opening up at the end of the year. 

As one network sales executive phrased it last week to SPONSOR-SCOPE: "We're all 
starting January with a position of lots of minute vacancies. In fact it could apply to most 
of the top network hour shows." 

OR • 31 OCTOBER 1960 21 

SPONSOR-SCOPE continued 

With Renault turning over its $5 million American budget to NL&B excltuiv 
ly, the company's future in tv remains pretty much of an enigma. 

While the tv portion of the budget was with Kudner the expenditure for the medit 
built up to $3 million a year. 

Renault's reputed reason for going all out to NL&B: the agency built a pretty go« 
track record with its award-winning magazine ads for Renault. 

Watch for NBC TV and CBS TV to use the coaxial cables on a broad scale 
a replacement for planes for the distribution of news clips to station subscribe! 

The shipment by plane has been found by the network news film subsidiaries both i 
efficient and archaic 

But the really significant fact is this: the mounting discarding of film for vide 
tape in this area. 

Agencies top-heavy in medium-sized seasonal accounts are wondering wheth 
the time isn't ripe for somebody to develop a fourth network composed of maj 
tv markets. 

Their reason for advancing this speculation: just when the seasonal advertii 
needs network facilities most he finds them pretty well loaded with year-rod 
customers and the massive type of seasonal clients like Du Pont and National Carbon yi 
can afford to buy on a basis of 20 weeks or so. 

What their seasonals would like, say these agencies, is to have access to a string of 4 
or 50 markets a few weeks before Christmas and before the graduation-wedding-spri 
refurbishing span. 

Noted one agency media director who's been wrestling with this problem: it now loo 
as though Pat Weaver was a little ahead of his time when he tried to sell a fourth d 

Campbell Soup (BBDO) keeps pouring its ad money into tv: latest buy ig t 
four-city pickup of the Thanksgiving Morning Parade via CBS TV. 

The events will run for two hours, with the kid viewers the obvious appeal for Campbe 
CBS had been offering the remoter in quarter-hour lots for $15,000. 

An innovation among some radio stations that doesn't sit well with media 
rectors in large agencies: showing the net rate and the commissionable rate 
their rate cards. 

Contend the media people: this can only add to the confusion over what the rate 
for national advertisers. 

They add: if such stations had any notion that by posting a net rate they were 
it easier for agencies to calculate the end figure for the client, they were away off base. 
the agency and the client want to make sure is that the competition in the 
hasn't been given an advantageous rate. 

This is being passed along as a cue to what some media analysts are looking f<j 
now when, in dealing with a women's product, they weigh the value of one tv sp« 
against another — particularly in the evening spectrum. 

Accounts like Bristol-Myers, for instance, are primarily interested in the rating (percent 
Other accounts, like P&G, focus on the homes factor in determining cost-per-l.OC 
A third tribe is primarily concerned with the potential number of women viewers obtainal 
from the spot. 

In other words, it's a cost efficiencv based not on homes but women. 

For other news coverage in this issue, see Newsmaker of the Week, page 
Spot Buys, page 51; News and Idea Wrap-Up, page 64; Washington Week, page 55; SPO* 
Hears, page 58; Tv and Radio Newsmakers, page 75; and Film-Scope, page 56. 

31 OCTOBER I9ti 

^^ What will he 
want to see 
next Tuesday? 
(Tune in KPRC-TV now, let him decide later) 

The best to you each morning 

noon and night 


rividual servings of nationwide favorites, in one sta- 
i package. ID's Participations, Chainbreaks, Frosted 
ipots, and New Special "K" . . . All O.K.! 

OF « 31 OCT DEH 19C0 

^r Represented Na 

of K enog&'s 


Represented Nationally by Edward Petry & Co. 






.§ 1 


" 5 


c to 


8 1 

O o 

05 "5 


^ S 


0. c o 

< o -5 
Z o S 

< o £ 



£ i 

w^* ^fh, . ^HIH 



1 > ; 

49th and 


Your story of my sales study in Okla- 
homa City ("Rocks, Posies Aimed at 
Station Drummers," 3 October) has 
caused a great deal of misunderstand- 
ing and pain. 

In the initial correspondence be- 
tween your publisher, Norman Glenn, 
and me, I pointed out that permission 
of the sponsoring stations would be 
necessary for publication, and that I 
would seek such permission. At no 
time did you receive a release on the 
story. Mr. Glenn, in a letter of 6 
September, said that he was leaving 
on an extended trip and was turning 
the project over to the editorial de- 
partment. Since I know Mr. Glenn 
to be a gentleman, I can only assume 
that Mr. Glenn, in his preparations to 
leave, failed to call attention to the 
need for a release. 

Although your publication without 
release is understandable, and can be 
put down to a failure of communica- 
tion, it is not so easy to understand 
your handling of the material. It 
does not represent the original report 
fairly. To be sure, some radio/tv 
salesmen in Oklahoma have done 
some poor selling; this is, I presume, 
true of all types of salesmen any- 
where. But they have also done some 
verv fine jobs, especially in sales 
service. These good things were not 
represented adequately in your story, 
which was unfair to Oklahoma City 
stations, the salesmen, and my report. 
1 hope you will publish this letter 
in your letters column, since I would 
like two things clear: I did not give 
sponsor a release on the story; I 
did not write the story. 

Sherman P. Lawton 

coordinator of bdcstg. instruction 

The University of Oklahoma 

Norman, Okla. 

• Reader Lawton Is i 
being printed without ■ 
to a nii-.uml.Tstan.linc 

orrect about the story 
release. This was due 
n the part of our edi- 
i SPONSOR'S policy to 
Is to the treatment of 

> material, there was certs 
unfairly citing Oklahoma 
re feel, however, that the La 


Your story about the reaction to 
station operation plan (see "Reac 
to KYA 'Golden Rules' Mixed," s 
sor, 10 October 1960) was a : 
interesting report. 

I believe it's important to note 
though you've covered the most > 
troversial points of our plan, 
left out six of the 16. Certain of 
omitted policies involve impor 
contributions to station, represe 
tive, agency, and client relations 
They also affect program control 

Phase Two involves the estab 
ment of a top-level committee ( 
posed of a cross-section of indi 
veterans. The committee is all 
fully set and will suggest furthei 
periments and review areas of oj 
tion that we might bring to 
tention. For example, soon on its 
to the committee for analysis 
startling rate card covering 
off the air merchandising suppor 

Phase Three of our concepl 
volves revamping of intra-statioi 
ministrative and functional ] 
dures with detailed reports of i 
to stations. For example, our t 
system has been completely rec 
The analysis is available to all 
tions and has already been sent l 
Bay Area stations with many hi 
visited us to investigate persona 

We are trying many things 1 
will be reported upon after a 
period — including the SPONSOR r 
zine committe approved invoice : 

We urge stations, and anyon 
that matter, to request placemei 
our mailing list. 

Morton J. Wagner 

exec, v.p., The Bartell G\ 

general manager, K.Y /. 

San Francisco 


»E0: Philadelphia's 30th Street Station, emptied by the recent Pennsylvania Railroad strike. WIP helped out by bringing derailed commuters and generous motorists together. 

Mr lift for a derailed City. As soon as the recent Pennsylvania Railroad 
trike was officially on, so was WIP with on-the-air appeals for motorists to share then- 
ars with derailed commuters. WIP staff-members awoke way before dawn to man a battery 
f special telephones and to receive hundreds of calls from as far away as Cape May and 
Vilmington. We continued this emergency public service until every commuter had a ride. 
VIP's share-the-car operation was in the tradition of public consciousness which has 
telped differentiate pioneer- WIP from its fellows for 39 years. And with the added im- 
act of Metropolitan's new concepts, WIP is moving rapidly to the foremost audience 

ition ... in Philadelphia. WIP, Metrodelphia, Pa. 

I'm of the Metropolitan Broadcasting Corporation. Harvey L. Glascock, V.P. & General Manager. H. D. (Bud) Neuwirth, Sales Director. Represented nationally by Edward Petry 

Florence merits another look 

At first glance you see external beauty. Another look 
reveals the market personified— an energetic industrial-agricultural 

complex of 1.300.000 people— people you can effectively reach 
through a single, exclusive-coverage medium: 


Florence. South I 

A Jefferson Standard Station 

affiliated with 

WBT and WBTV, Charlotte 






31 OCTOBER 1960 

leps say major market share of spot radio pie is rising in '60 


1958 1959 

A 41.5% ^ A 41.4% ( -^12.9% ( ^12.2% 

liDIO STATION representatives declare that in 1960 national advertisers tended even more toward 
mcentrating spot radio money in major markets, to the marked detriment of smaller ones; and to the 
ming of o&o's. About 53% of the national business goes to the top 20 markets; about 60% to top 30. 


SRA predicts that figure for 1960, but many reps 
sagree, citing 'dismal' third and slow fourth quarters 

Reps are more concerned with concentration of ads 
larger markets, unscientific and tv-oriented buying 

hese are the weeks of decision for 
t radio. A "booming" final quar- 
will mean the biggest year in the 
iium's history; a below-normal 
rth quarter will mean that 1959's 
ord dollar outlay will not be 

Dptimists among station represen- 
ves, including SRA's managing di- 
jtor Lawrence Webb, indicated that 
y expect the last four months of 

1960 to be "even better than the first 
eight" — which at an SRA-estimated 
$125,725,000, was 0.7% better than 
1959 for the same months. "This 
could be the year we hit $200 mil- 

A sizable group of reps, however, 
declared that a general business slow- 
down will leave the 1960 figures no 
better than 1959's record $188,143,- 
000 (the official FCC totals for the 

sale of station time to national spot 
advertisers). Other trouble spots 
noted by the reps: 

• A trend toward concentrating 
spot radio money in major markets, 
to the marked detriment of the small- 
er ones. New York alone received 
147c in 1959; the top 10 markets 
received 41%. 

• The placing of major market 
money on o&o stations (plus an occa- 
sional top independent). The FCC 
1959 totals show that the 19 o&o's re- 
ceived more than 12% of the revenue. 

Spot radio representatives agreed 
that even if a general economic slow- 
down continues into 1961, spot radio 
will be least affected on the thesis that 
when advertising budgets come under 
close scrutiny and the fat is trimmed 

NSOR • 31 OCTOBER 1960 


Will 1960 be another record year for spot radio? if we have a boom 

ing fourth quarter we could top last year's $188 million; if not, we could be a little under 
1959 — or just about the same. SRA says the first eight months of 1960 stand at $125,725,000. 

Will 1961 be a gOOd year for Spot radio? If general economic conditions are 
good, spot radio could go for another record year. The transfer of populations from city to 
suburb, the increase in tv rates, and the scarcity of attractive television avails aid spot radio. 

How will advertisers use spot radio in 1961? With more flexibility than 

ever before. Most popular seem to be four- to six-week flights, spread out over a 10-week 
period by means of a two-to-three week hiatus half way through; 52-week clients are still rare. 

off, the specific flexibility and econo- 
my of spot radio becomes more ap- 

A note of warning against too much 
optimism was struck by some reps, 
including Stephen A. Machcinski, ex- 
ecutive v.p. of Adam Young, who 
noted that because of late buying 
"the activity for the fourth quarter is 
not very exciting so far. You don't 
have to be clairvoyant to know there 
is certainly a business slowdown. 
Maybe advertisers are waiting until 
after the elections, maybe until the 
first of the year. Whatever the rea- 
son, business isn't what it should be." 

He added, however, that "if we 
have a booming fourth quarter for 
spot radio, the SRA predictions will 
end up a fact." 

A major rep firm which admits 
that "business generally has not been 
too great — in fact, it was dismal this 
summer — but it has not fallen to 
pieces, either," warns that the present 
state of business — dollarwise — is not 
the great problem now facing the me- 
dium. ("We are reflecting the econo- 
my of the country.") 

What must be studied, said the 
firm's spokesman, is the gravitation 
of so much of the time sales to 
the larger markets. "Our firm has 

conducted a private study which 
shows that this has become a relent- 
less trend, and there doesn't seem to 
be an end in sight." 

Why the drift to the major mar- 
kets (and usually to the network 
o&o's in those markets) ? Because, he 
said, so many advertisers buy tele- 
vision spot in major markets and use 
spot radio in the same markets "when 
they feel the need for all the pressure 
they can get in a large competitive 
area — where everyone is fighting for 
the consumer." 

The reps were uniformly encour- 
aged about 1961. Consensus was that 
the transfer of population from city 
to suburb will encourage more adver- 
tisers to take up spot radio in place 
of print; that the increase in tv rates, 
the difficulty in getting attractive 
availabilities, and the steady level of 
spot radio prices will encourage many 
advertisers to switch at least part of 
their television money to spot radio 
in the coming year. 

Although they are seeking advertis- 
ers from all fields, indications were 
that the product categories that have 
led the usage charts for the past few 
years will continue to do the lion's 
share of advertising on spot radio — 
and their efforts will increase. Auto- 

mobiles, cigarettes, beer, and g 
line will stay on top of the list, al 
with drug manufacturers, soaps, 
lines and foods. 

Not only will advertisers be bu] 
spot radio more in 1961, but 
will be buying it differently, 
marked trends developed in 
which are expected to influence 
course of spot radio buying for 
time to come. The innovations: 

While four to six-week flights 
tinue to be the most popular me 
of using spot radio, and 52-weel 
vertisers (excepting tobacco, air 
and automobile accounts) are sci 
than ever, there has been a groi 
tendency to spread campaigns, 
example, instead of a solid s 
week flight, an advertiser will g 
to a market for four weeks, ta 
two- or three-week hiatus, and 
hit the air for the final three, 
same dollars are spent. 

The second trend is toward th 
creasing use of 30's, 20's and V 
separately or in combination 
minutes — by a number of spol 
counts, including Blue Bonnet, 
Club Dog Food, Nescafe, Siesta 
fee, United Airlines, TWA, Amei 
Airlines, Church & Dwight Bf 
Soda, Beech-Nut Coffee, Copenr 



( iff, and Gulden's Mustard. 

\. third trend that has definitely 

c .ght on is the use of alternate-week 

| edules. Mennen, Brooks Catsup 

8 1 Ex-Lax are making greater use of 

( hiatus in flight schedules. 

| In interesting switch on this, as 

r orted by The Boiling Co., is 

I ployed by Duffy Mott, which has 

•ered a series of flights with the 

t week of a flight overlapping the 

: week of the previous flight. This 

o give it saturation during parts of 


Vlso this year, Boiling noted, more 
g-term network radio advertisers 
ch as Pharmaco) are using sup- 
mentary spot. 

Representatives are taking advan- 

e of the good times enjoyed by 

t radio to prepare sales pitches 

t get back to the basic advantages 

t the medium, rather than selling it 

i id selling it short, some sav) as a 

t plementary medium. 

. idward Petry & Co. is distributing 

f nanual called "How To Get More 

* lue Out of Your Spot Radio Ad- 

* tising Dollar" to agency timebuy- 
l . According to Petry's v.p. in 
c irge of radio, Ben H. Holmes, the 
1 'chure contains not a single di- 
I nsional radio fact. It does not 
t npare radio's value with any other 
r dium. nor is a single station call 
1 er used. 

'We've put together the manual as 
t uidebook, a check list, a reference 
i media men who have grown to 
t ik of all air media in terms of tele- 
\ on adjacencies and ratings. By 
i I large buyers gravitate to the top- 
l id radio stations, where, in fact, 
t climate for their commercial can 
Tm be completely ludicrous. 

Here in New York," he continued, 
I ivers hear the stations, and the 
1 lest chunk of dollars goes to es- 
t lished. reputable, high-quality op- 
f tions. But with out-of-town sta- 
t is, they don't know what they are 
1 ing much of the time and go for 
t numbers. 

The old-pro timebuyers," Holmes 


move up or out to a great ex- 

M, and sometimes principles and 
I ctices are not ingrained in the 
V;inger ones." 

^ Perhaps the most important point 
1 he Petry primer is the admonition 
If advertisers using spot radio to 

reach "everybody" are not taking 
full advantage of radio's selectivity 
advantages. Decide who the logical 
prospects are, the manual advises, 
then advertise on the stations and in 
the settings that best reach this group. 

NBC Spot Sales is urging advertis- 
ers to take greater advantage of local 
personalities in 1961 to deliver their 
spots and participate in merchandis- 
ing. "A good recorded spot can't be 
beat," said v.p. Richard Close. "It 
can get people to whistling, humming, 
and tapping their feet to a commer- 

"But I believe that increasingly in 
1961 advertisers will recognize the 
enormously effective selling-plus that 
a personal approach can offer." To 
do this, he said, advertisers will have 
to be more selective. 

NBC's spokesman also predicted 
less concentration on traffic time, 
which "reaches the same fraction of 
audience over and over." Instead, 
there will be more of a stretch 
throughout the broadcast day, includ- 
ing new interest in nighttime. 

He also suggested that many pres- 
tige advertisers who have shunned 
radio will start coming back now T that 
more good music and news stations 
are available. "The trend seems to 
point toward buying the station that 
surrounds a spot with relaxed, listen- 
able sound and appeals to mature, 
buying audiences." Mr. Close, echo- 
ing Petry, said he hopes for more 
consideration of the "qualitative fac- 
tors" of stations by timebuyers. 

To let the timebuyer know exactly 
the context in which his message will 
be heard, George Skinner, director of 
radio programing service at The Katz 
Agency, has created a library of taped 
quickie "interest" programs, designed 
"to establish a climate of greater ac- 
ceptability for commercial announce- 

As example: A baby product ad- 
vertiser can now have his message 
follow immediately after a Katz-pro- 
duced capsule, "Tips for Young 
Mothers," 40 seconds of information 
and helpful hints on child care. In 
addition to the established library, 
Katz is prepared to devise special "in- 
terest" capsule programs for any ad- 
vertiser on order, to meet his par- 
ticular marketing problem. 

The Boiling Co. has come up 

"Decide Who You 
Want To Reach . . 

"By and large," says Ben H. Holmes, v.p. in 
charge of radio at Edward Petry & Co., "buy- 
ers gravitate to top-rated radio stations" be- 
cause "they've grown up to think of all air 
media in terms of tv adjacencies and ratings." 
At the top-rated outlet, however, "the climate 
for their commercial can often be completely 
ludicrous." Radio must sell its basic strength. 

And Buy Time Where 
You Can Reach Him" 

ingly in 1961, advertisers will recog- 
nize the enormously effective selling-plui 
that a personal approach can offer," says 
Richard Close, NBC Spot Sales v.p. This re- 
quires a more thorough study of station pro- 
graming rather than just buying by the num- 
bers. Buyers must "buy the station that 
rounds the spot" with a sound of quality. 


NSOR • 31 OCTOBER 1960 

with still another method of spurring 
timebuyers to take the fullest advan- 
tage of spot radio. Its salesmen are 
working on Saturday and Sunday. 

"After polling timebuvers we dis- 
covered that many spend a consid- 
erable amount of time working 
weekends." revealed William Boiling, 
president of the radio division. "Since 
January of this year, our sales staff 
has worked with buyers on weekends, 
in the office or at home. Our week- 
end selling has more than once meant 
the difference between a campaign 
getting off the ground in time or an 
unhappy client." 

The rep firm also issues salesmen's 
reports to timebuyers. "In addition 
to the usual notes on business placed." 
said Boiling, "thev contain remarks 
on the advertiser's copy line, sales ob- 
jectives, desired audience profile, sta- 
tion sound, programing changes, and 
new research." 

Carl H. Schuele, general manager 
of Broadcast Time Sales, declared that 
the best new method of selling spot 
radio is the same as the best old meth- 
od — "personal contact at the agencv 
and client levels, equipped with the 
facts about the stations we sell." 

Rep firms will stress the effective- 
ness of tving-in ads with local broad- 
cast personalities. Schuele said, and 
will step up pressure against the print 

Robert E. Eastman summed up for 
all of the representatives who talked 
to SPONSOR when he said. "It goes 
without saying: that in 1961 all of us 
should be a little older and a little 
smarter and have figured out wavs 
not only to sell harder but to sell 

"It appears to us at Eastman, from 
many indications, that 1961 will be 
the finest vear spot radio has ever 
known — with a more intelligent ap- 
plication of the medium especially in 
the drug, gasoline, automotive, and 
cigarette categories. 

"We do not believe that business 
gains happen iust through wishful 
thinking or optimism. There is no 
substitute for a maximum amount of 
effective calls - — not bv telephone, 
but face to face. Much of the 
so-called 'art of selling' derives from 
taking action. Something must be 
done; contact must be made — right 
now and continuously." ^ 


^ The practice gets some raps, praise from timebuyers 
who generally agree with many stations that it's wastefu 

^ Study finds merchandising used more among ageiii 
cies billing less than $1 million than in larger operations 

I he dislike that many stations feel 
about merchandising received strong 
support from admen this w T eek in an 
XBC timebuyer poll that contained 
some verbal blasts at the practice. 
When the dust had settled it appeared 
however, that radio/tv buyers were 
prepared to live with it and have used 
it to good effect in the past. 

Comments from admen indicated 
general agreement with many stations 
who feel merchandising practices are 
a means of rate cutting and "keeping 
up with the competition." 

The poll is the seventh in a series 
of timebuyer panels run by NBC 
Spot Sales. While the results are not 
meant to be projected to the entire 
radio/tv ad fraternity, they are be- 
lieved to be a reflection of an impor- 
tant group of buyers. 

Here are some of the more signifi- 

cant comments from the critical sido 
"Although merchandising is worth 
while to the advertiser it is certain 1- 
not, in my opinion, worthwhile foi 
radio or tv. Which is better, a small 
seldom-heeded success story to whicl 
the station's merchandising effort! 
have contributed, or greater profitai 
bility enabling the individual station) 
to improve programing, service^ 
etc.?" — Donald E. Leonard, direct ex 
of media. Fuller & Smith & Rosg 
N. Y. 

"I do not believe that any advertis 1 
ing medium should provide merchan 
dising services on the basis currentl 
being offered. The reality of mei) 
chandising services in most cases 
that they are in effect a form of rati 
cutting. Merchandising service" 
should be offered on a flat fee 
and not as a bonus on a purchase J 

SIZING UP their 
Spot Sales; Bill Fro 

•chandising study are (I to r) Frederick T. Lyons, dir. NBC Radi 
mgr. new business and promotion, and Dick Close, v. p. NBC Spot S. 




"List the merchandising activities you consider most valuable in order of importance" 


Score Rank 

Agency billings 
over $1 million 

Agency billings 
Under $1 million 

In-store displays 







Calls on trade 







Mailings to trade 







On-air tie-in spots 







Media tie-in ads 







Billboards, poster tie-ins 








•Computed by assigning a 

s for sixth choice. 

ime or space. Stations are getting 
hemselves deeper and deeper into the 
lerchandising picture and are using 
I as a competitive sales tool." — David 
. McDonald, account executive, Er- 
dn Wasey, Ruthrauff & Ryan, San 

"Biggest problem is that merchan- 
dising is becoming a real expense to 
cations in competitive markets. 
Therefore, station managers, reps, or 
Juch do not bring up merchandising 
ii pitches, but later the timebuyer is 
|i trouble if he finds that a competi- 
pr was given a merchandising pro- 
pram — especially if the competitor 
|ad a small budget. Stations could 
se a full-time merchandising man 
rimarily for new ideas, investigat- 
lg better ways to merchandise. Too 
uich of it is done without thinking — 

I art of a 'me too' approach, 'what- 
ver the other station comes up with 
r e11 come up with the same.' " — Lar- 
y Hoge, media director, Doremus & 
■o., San Francisco. 
"Stop it. This is my personal ob- 
jrvation — not the opinion of the 
jgency with which I am affiliated, 
lerchandising, as used in most cases 
|i a case of rate cutting. The adver- 

(PONSOR • 31 OCTOBER 1960 

itser who hollers the loudest gets it. 
A good radio or tv station should be 
able to sell one thing for one price 
(with earned frequency) — coverage. 
It then remains for the advertiser 
and/or agency to deliver a sell- 
ing commercial to the proper audi- 
ence. Merchandising is 'eyewash' 
pure and simple. Let the stations 
concentrate on selling their station to 
the public and the audience delivered 
will respond to good advertising. 
That's why I say — stop it." — Francis 
C. Gillon, radio/tv director, Hume 
Smith, Mickelberry, Miami. 

Most respondents, however, were in 
agreement that merchandising is here 
to stay, that it is on the upswing in 
radio, not increasing much in tv, that 
in-store displays are far and away the 
most effective merchandising tech- 
nique, and that radio stations offer 
considerably more merchandising as- 
sistance than tv, a development prob- 
ably due to stiffer competition. 

Some other highlights of the study : 
• Merchandising has a greater at- 
traction for smaller agencies (billing 
under SI million) where more than 
three out of four respondents stated 
they always or frequently consider 

merchandising when setting sched- 
ules. In larger agencies the figure 
was six out of 10. 

• Over one-third of the panelists 
reported that they have at one time 
bought radio time on the basis of 
merchandising first, audience second. 
Less than one-fifth reported the same 
for tv time. 

• Nearly 60% of the panelists feel 
that there is justification in asking an 
advertiser to share the cost of an ex- 
ceptional merchandising campaign. 

• In-store displays far outranked 
every other activity as the most valu- 
able mechandising tool among re- 

• Over 90% of all station reports 
are turned over to clients and ac- 
count executives. 

• About three out of four on the 
panel feel that a station would benefit 
from having a full-time merchandis- 
ing specialist on staff. 

Most of the over 200 respondents 
(62%) are employed by agencies 
billing in excess of $1 million. The 
remaining 38% work for agencies in 
the under $1 million category. The 
purpose of the panel, according to 
NBC, is to determine trends and cur- 


"Have you ever bought on the basis of merchandising first, audi- 
ence second, in order to increase distribution (or for any reason)?" 

Billings under Billings over 
RADIO $1 million $1 million Total 


\oy t 







Don't know 













Don't knoic 




"Is radio and/or tv station merchand 

RADIO $1 million 

sing on the 

$1 million 











Remaining same 




Don't know 









D (creasing 




Remaining same 




Don't knoic 




rent problem in timebuying and pro- 
vide a sounding board for theories 
and buj tag pra 

ona regard merchandis- 

1 forced upon 

them bj the competition, while others 

maintain large staffs and provide ex- 

The panel was asked 

if they felt that a station was justified 

in wiring an advertiser to pay at cost 

ire th<- coal of an exceptional 

(and costly) merchandising cam- 

paign. Only 10% felt that the client 
should pay at cost, about 57% indi- 
cated that there was justification in 
asking the advertiser to share the 

It is interesting to note that de- 
spite a number of disparaging com- 
ments by panelists on station mail- 
ings, this category ranks No. 3 in the 
"most valuable'' list (see chart on 
preceding page). Some respondents 
did, however, qualify their vote for 

mailings by stating, "only if unusual 
or personal." 

This stand received support at the 
L. C. Gumbinner agencv, N. Y. "Ob- 
vious form letter-type mailings, 
postcard mailings are a waste of 
everyone's money," said Janet Mur- 
phy, broadcast media supervisor. 
"An individually typed letter to key 
retailers giving the exact schedule 
and requesting improved or expand- 
ed shelf space is great. The letter 
should also point out that the cam- 
paign will result in increased traffic 
and sales — meaning more money in 
the retailers' pocket," she said. 

It was generally agreed that radio 
stations offer considerably more mer- 
chandising assistance than tv stations. 
The fact that radio stations do offer 
more help is probably due in a large 
part to the greater competition in the 

"On the whole, radio does a good 
job of merchandising." said Edward 
Papazian. radio tv media director. 
Gray & Rogers, Philadelphia. "Also. 
I believe that radio stations are right 
in asking for contracts of 13 weeks 
or more in order to give the mer- 
chandising a chance to work. On the 
other hand, tv has been lax in not 
giving enough in the past. We hope 
the situation changes in the future," 
he said. 

Station merchandising has a great- 
er impact on agencies billing under 
fl million. More than three out of 
four respondents in this category- 
stated they always or frequently con- 
sider the services offered by stations 
when setting schedules. Six out of 
10 (63^ i respondents from SI mil- 
lion and up agencies always or fre- 
quently consider station merchandis- 
ing when buying. 

Even though smaller agencies ex- 
press greater interest in merchandis- 
ing, more of the panelists from larger 
agencies (67%) are able to attribute 
product success to merchandising sup- 
port in a given market. Three-fifths 
of the panelists from smaller agencies 
can trace results to merchandising. 

Here are some comments on the 
success of station merchandising from 

Ted Cramer, radio/tv director. Den- 
nett Advertising Inc.. High Point, 
N. C. : "We have seen tv merchandis- 
ing support, through direct mail and 
I Please turn to page 50) 




^ The stolid picture readers have of the 'New York 
Times' is recast via colorful copy and saturation buys 

^ Copy features testimonials from sports, literary and 
show business people. Circulation up 17% in four years 

Wne of the more interesting media 
developments in recent years is the 
spirited but unheralded entry of the 

I New York Times into the often-rowdy 

; arena of bare-fisted circulation pro- 

' motion. 

That the Times has managed to 

' come out of this scrap -with its gen- 
tility and integrity intact is sufficient- 
ly intriguing. But more so is the fact 
that at a time when other advertisers 
are using radio with which to build 
an image, the Times has employed it 

': to tear down one its proprietors had 

■ so carefully nurtured since 1851. It 
: will no longer do to refer to "the 

good, grey Times," says BBDO, which 
has been leaning over backwards to 
paint the Times as a flamboyant, col- 
orful paper ("It's much more inter- 
esting . . . and you will be, too") 
through the simple expedient of mock- 
ing its very seriousness. 

It is now some four and a half 
years and $1.3 million later since the 
day the Times busted loose on the 

■ air. Since May, 1956, the Times has 
run an average of 75-108 morning 
spots a week on New York's WCBS, 

, its owned-and-operated WQXR, plus 
some suburban stations in Westches- 
ter County and Connecticut. Millions 
of New Yorkers, habitues of the 
Times as a newspaper, it's said with 
understandable hyperbole, are now 
making it a point not to miss the 
breakfast commercials. Indeed, so in- 
tensely do they listen that recently, 

i when BBDO had run out of fresh 

I testimonial commercials, instructing 
the stations to re-schedule for three 

| weeks running, an e.t. featuring ac- 
Ij tress Julie Harris, irate listeners 

j pleaded to "take that damned dame 

I off the air." 

; That its ad campaign — consisting 
I ' also of magazine spreads and two- 

) SPONSOR • 31 OCTOBER 1960 

sheet billboards — has been successful, 
say Times executives, can be shown 
in two ways. One is by circulation, 
which has gone up on both weekdays 
and Sundays. The other is that 
the Times is no longer thought of as 
the straightlaced grandmother of 
U. S. dailies, even if its management 
eschews such promotional gimmicks 
as reader contests or giveaways. (In 
methods of timebuying, the paper is 

still primly Victorian: it also refuses 
to go with a number of other pa- 
pers in swapping free space for free 
radio time.) 

Why should the Times, regarded by 
many as the country's most influen- 
tial paper, be so concerned about cir- 

BBDO v.p. and management su- 
pervisor Barry McCarthy puts it this 
way: "Advertisers want reach as 
well as quality and they are willing 
to invest more money in any quality 
newspaper that demonstrates vitality. 
A growing Times, making impressive, 
even overwhelming gains in circula- 
tion, adds potency to every salesman's 
bid for business." 

While the Times prefers to keep its 
advertising dollar figures to itself, it 

SEPARATE APPEAL to select audience via suburban radic 
'New York Times' campaign. Below, BBDO writers on ad drive 

stations w< 
Billings Fu< 

one tactic used in 
i (I), Edgar Marvin 

,,,,.' circu- 

lation -|" 

[sen 17%, 
i in ulation Borne L0%. \t the 
ts national standi 
shot up from loth t . » fifth place, and 
currently, the proprietor* <>f the 
ire breathing down the necks 
of thcii colleagues on the Philadel- 
phia Inquirer and Chicago Tribune. 
i \nd. as the ri\ al Iferahl-Triluine is 
ruefully discovering, its weekday- 
Sunday circulation has shrunk 9.5%.) 
Eepeciall] worth noting arc the in- 
roads the Times has heen making in 
Buburbia, long the Btronghold of the 
arch-Republican Trib. In using such 
radio stations as WFAS, White 
Plains; W ICC, Bridgeport, and 
\\ PAL, Peekskill, the Times has pene- 
trated the green curtain, has upped 
il- siihurban weekday circulation 
its Sunday circulation 22%, 

while thai of the Trib has shrunk, re- 
Bpectively, 8' ■ and 6%. 

The "image" of being good and 
grej didn't bother the Times as much 
as did the finding in a survey that 
while people regarded the Times as 
"best" and "most comprehensive," 
the] didn't read the paper because 
they felt it was "too ponderous," 
"cumbersome," and "serious." 

"Frankly," a Timesman said last 
week, "this was poppycock, for our 
editorial product today bears little, if 
any, resemblance to the paper as it 
was 10 years ago. We are flip, we 
are light, we play with words and 
ideas. We had to get this true image 
across to New York." 

While this thinking was taking 
form, BBDO had a copywriter sitting 
in the city desk bullpen, reading the 
bulldog (early -bird) editions from 11 
p.m. to 2:30 a.m., five nights a week, 
batting out brief commercial teasers 

for stories due to appear that morn- 
ing. Copy was cleared by the night 
editor, mimeographed and stuffed in 
envelopes, then dispatched into the 
bowels of the Times building where, 
at 5 a.m., messengers would speed 
the commercials to the radio stations 
carrying the Times advertising sched- 

BBDO radio/tv copy v.p. Richard 
J. Mercer regarded this technique as 
"too tiring" for his cubs; what's more, 
the rival Trib soon started copycat- 
ting this gambit, so the Times 
dropped it. In its stead came a num- 
ber of other light-hearted air copy 
approaches, of which the most suc- 
cessful was — and still is, for that mat- 
ter — the celebrity testimonial. As 
Mercer and his chief, Art Bellaire. 
saw it, it would not do to have celeb- 
rities on the air for the sake of being 
celebrities, reading pre-packaged copy 
(Please tarn to page 50) 



Our postmen on their daily rounds 

Are nipped and nibbled by hostile hounds. 

When nipped and nibbled below the knees 

They quietly murmur, Stop it please, 

But when nipped just below and behind their belts 

I am afraid they murmur something else. 


You are listening to the famous poetic humorist, 
Ogden Nash. 


The verse was prompted by a piece I read in the 
'New York Times a while back. Seems 5,800 mail- 
men were bitten by dogs last year. And as the 
'Times' put it — "the U. S. is ready to snap back." 
They've called in chemical companies to try and 
develop dog repellents . . . even have clothing 
manufacturers working on bite-proof materials. 
Fascinating story. Full of facts and yet pleasant 
reading. Sort of thing the 'Times' does awfully well. 
Can't think of another newspaper would write a 
line like— quote: "The government has announced 
a campaign to discourage man's best friend from 
sampling its employees." Marvelous paper. Read 
today's 'Times.' It's so much more interesting . . . 
and you will be, too! 


The Dodgers play three games in Jersey City and 
they win three. Yet the fans are riding us all the 
way. Even after we pulled that last one out of 
the fire. 


The speaker is "Pee Wee" Reese, captain of the 
world champion Brooklyn Dodgers. 


Couldn't figure it out. And then, I picked up my 
copy of the 'New York Times'— and there's the an- 
swer: a whole article by 'Times' reporter Bill Conk- 
lin. Starts right out with the question we're all 
asking: "Why do they boo the Dodgers in Jersey 
City?" And then it gives the answers. Quotes every- 
body from fans in the bleachers to local bartend- 
ers. Conklin even called Washington to interview 
a Hudson County Congressman on the subject. I 
read the print right off the page on that story. It 
was the kind of thing the 'Times' is great for. The 
'Times' doesn't stop at what happened— it tells you 
why . With us and Jersey City— the answer turned 
out to be simple: place is a hot bed of Giant fans. 
Me? I'm a 'New York Times' Fan. How do they put 
it? "Wake up to the 'Times'." Good move. It's much 
more interesting . . . and you will be, too! 



Robert Mohr opened watch outlets 


^ Mohr, a 'self-winding' merchandising man, changed 
distribution methods in the low-priced watch industry 

^ Timex, sold through drug, tobacco, novelty chains, 
will up tv budget in '60-'61, and keep using specials 

I he man behind the dynamic sales 
success and unique distribution of 
Timex watches has little time of his 
$wn. Robert E. Mohr, vice president 
and director of sales, U. S. Time 
Corp., is on the go almost as much as 
a self-winding watch. 

Mohr, a soft-spoken but incisive 
executive, is known in the industry 
as "Mr. watch-merchandising whiz." 
It was his exposure concept to place 
Timex watches in drug and tobacco 
stores, as well as in jewelry outlets. 
Years before Timex began its now- 
famous torture test tv campaign, 
Mohr and other Timex salesmen, 

"legged it" around the country, set- 
ting up dealerships and distributor- 

"Mohr brought Timex to the top," 
W. B. Doner & Co. (Timex agency) 
president Sidney Garfield told SPON- 
SOR. "In order to make the adver- 
tising work, he had to have the de- 
sired distribution, and that's what 
he went out and got," said Garfield. 

Timex entered network tv in 1956 
with one-third sponsorship of the 
Steve Allen show. This season Timex 
will spend $3 million on network tv, 
all in specials. This is a $1 million 
boost over 1959's budget, and makes 

Timex the No. 1 network tv watch or 
jewelry advertiser. 

In the last 10 years Mohr has seen 
Timex grow to where it now sells one 
in three watches a year. Although 
nearly half of Timex's distribution 
today is in jewelry stores, the other 
half is in drug and tobacco outlets, 
department stores and novelty chains. 
Half of Timex's in-store sell is 
through displays which are supplied 
with each order. 

"Timex doesn't just sell watches to 
retailers," a U.S. Time spokesman 
said. "It sells watches and displays." 
The displays "speak for themselves," 
where drug and tobacco retailers 
may be inexperienced or uninformed 
in the timepiece area. Usually fea- 
tured is John Cameron Swayze. 
Timex's No. 1 spokesman, who nar- 
rates all of Timex's torture test tv 

In addition to being a revolution- 
ary boon to the watch business, 



Timex was t. entlj accredited with 

sibk foi providing 

Btabilil nd strength to tin- whole- 

sundries department,* 1 by a 

tde magazine. 

I S. I une t lorp. *™ started in the 

mill-' l'i"> when Joachim I.chmkuhl, 
it- president, negotiated the merger 
..f the \\ aterburj Clock Co. and the 
Robert H. [ngersoll Co., producers of 
the Ingeraoll watch, the Mickey 
watch, and other character 
models. I , S. lime -till produces 
seven character watches. 

Mohr joined I . S. Time in 1946 
.:• ■-man. Hi- uas made direc- 
tor i.t Bales in 1051 and elected a di- 
rector of the corporation in 1056. In 
August, 1958 he received his present 

PAUL WINCHELL is featured on first Timex 
"All-Star Circus Special' of the season Oct. 21 

tinued this season with John Cameron Swayie 
as pitchman. Here Timex watch is about to un- 
dergo rough treatment attached to pile-driver 

position ami title. Mohr also super- 
\i-i- and approves all advertising. 
Prior to joining U. S. Time, he was 
a territorial representative with Stan- 
dard Oil of \. J. 

Timex's idea from the outset was 
to offer a quality product that would 
require minimum care, incorporate 
the latest styles, and merchandise 
them in a variety of colorful display- 
units. There are now 45 models on 
the market, ranging from $6.05 to 

Timex plans to launch its electronic 
watch early in January, 1061, priced 
somewhere between S30-40, consid- 
erably lower than the reported prices 
of battery-driven watches planned by 
several competitors. The electronic 
models also will be marketed in drug 
and tobacco stores. 

Mohr charges Timex's sales success 
up to "gradual increase" or taking 
things slowly. "All we really did 
over the past 10 years was add to the 
basic watch. All the characteristics 
of a higher-priced watch were incor- 
porated into a popular-priced prod- 
uct," he said. 

He forecasts that 40 million 
watches will be sold bv r the industry 
within the next decade. Unit sales 
hit S20 million in 1050, of which 13 
million were in the S20-or-under price 
category. Watches are no longer an 
exclusive jewelry item," Mohr con- 
tends, "they're a necessity which 
should be as widely available as other 

"And a watch is becoming as 
changeable as fashion, sales statistics 
and patterns show," said Mohr. 
"Women," according to Mohr, "can 
now r afford to own several watches to 
match their costume needs. Many of 
the fashion-conscious already own 
one watch for dress, one for work 
and another for outdoor activities." 

Mohr maintains the most important 
single factor which bulwarks all other 
sales influence is pricing. "The 
steadily lowering price of a watch in 
the past decade is a result of the 
manufacturer's ability to make more 
watches, the retailer's ability to sell 
more watches, and the consumer's 
abilit) to buy more watches," Mohr 

"The key now is high unit sales 
where formerly the retailer point of 
\ iew was a single unit 'big ticket' 
item. It proves again the basic axiom 

of American business — make and seln 
more at lower prices and thus increase 
profits," he said. 

The people who work with Robert 
Mohr respect him on two counts: He 
has virtually made their company 
into a success, and is at all times a 
gentleman. His competitors, too. ad- 
mire Mohr's professionability. "Bob 
Mohr is a man who really knows his 
stuff/' the ad manager of one of 
Timex's top competitors told SPONSOR, 
"and he commands the highest re- 
spect in the industry." 

This year there are 11 tv network 
specials planned "and probably more 
to come," he said. Of these, there 
are six NBC white papers. 60-minute 
public affairs programs. "This is our 
first entry into public affairs pro- 
graming, but, as in the past, we are 
still trying to reach the broadest pos- 
sible public." In addition. Timex 
has lined up Red Skelton specials and 
circus programs, the first of which 
was telecast Oct. 21. 

Timex also has expressed interest 
in backing an hour-long program on 
the controversial cancer drug krebic 
zen, but as yet, has not locked up a 
network time slot. 

"Specials, we feel, have high im- 
pact and we do a lot of hard selling. 
We believe the public would better 
remember the name Timex with spe- 
cials, than with a w'eekly series," 
Mohr said. 

"The proof of our success with 
specials is that we're back this year, 
with an extra SI million in our bud- 
get, where many r other advertisers 
have dropped out of specials in favor 
of series," he said. 

Mohr pointed out that Timex mea- 
sures its tv impact by responses to 
questions on guarantee cards that 
come with each new watch. In addi- 
tion, these cards also ask new Timex 
owners how often they buy watches, 
how many they own, and other ques- 
tions of marketing value. 

Timex's network tv commercials 
this season will still be of the torture 
test variety with John Cameron 
Swayze on the pitch side. Latest 
"extreme" to prove that "Timex takes 
a licking but keeps on ticking" is 
bolt of lightning shot through 
Timex attached to a telephone pole. 
The case is scarred and black but the 
watch is . . . you guessed it . . . still 
ticking," said Mohr. 








he total number of farms is dwindling, but the 
individual farm and farm family are richer than 
ever before as land and property grow with mer- 
gers and as production and income increase. This 
ninth annual farm section traces how advertisers 
are turning to tv and radio to sell this pros- 
perous farm market. Radio penetrates 98% of all 
farm homes; tv, some 73%. 

Tv/radio and the market: There are 1,472 

radio stations and 165 tv outlets which broadcast 
farm news and information specifically to the farm- 
er. Their objective: To make his occupation — new- 
ly termed agribusiness — more pleasant and more 
profitable. There's new awareness of clients who 
make general consumer items as well as specialized 
rural or farm goods that the farmer should be ap- 
pealed to both as a consumer and a producer. 
Functioning in both these roles, farmers this year 
will have an annual income of some $50 billion. 


NATRFD Selling: Most cohesive news and 
sales group in farm broadcasting is the National 
Assn. of Tv and Radio Farm Directors with some 
200 station farm director members. Pres. Wally 
Erickson, KFRE, Fresno, Calif., outlines trends. 

CaSe hiStOrieS: Reports from two major na- 
tional farm market advertisers — International Har- 
vester with its spot radio and Massey-Ferguson with 
network television — point up patterns which small- 
er clients can use with equal effectiveness. Among 
these pointers: use of strong broadcast farm person- 
alities giving usable information on markets, prices. 

harm DaSICS: New government information 
from the 1959 Census of Agriculture gives updated 
data on such trends as the lowered number of 
farms with an increase in individual farm size and 
far greater valuation of farm land and buildings. 


MULTIFLE PRODUCT LINE of Myzon Labs., Chicago, is advertised on radio in 52 markets. Company has developed many new items in 
poultry-animal health and teed supplement line, uses radio to expand distribution and to make sales. Dr. Thomas H. Vaughn (r), Myzon presi- 
dent, shows product display to Edwin R. Peterson (I), senior v. p., Keystone Broadcasting System, which carries Myzon advertising on its network 



^ Advertisers interested in reaching over four million 
(arm families hypo use of air as the 'personal' media 

^ Wide range of products and services are sold to 
the fanner as (1) a consumer and (2) a businessman 

■ r<>l>;iU\ no single group in the 
population has benefitted more from 
lli<- advances in radio broadcasting 
ih. in people "ii the land." 

I In- measure of radio's towering 
ni La) lie Hcatv, chief 
<>f the Radio and Television Service 
of the information office of the U. S. 
ire. II.- terms 
ili>- medium '"a workhorse of agricul- 
tural communii ations, In ingin 


able on a day-in-, day-out, work-a-day 

He traces, too, the development of 
radio to its current rate as a "per- 
gonal" medium as it has "yielded the 
family gathering places to the televi- 
sion set." His summary of the im- 
part of ihese two broadcast media on 
the farming community and the farm 
famil) is implicit also in the attitudes 
of advertisers — national, regional and 
local, alike — in all product lines. 

Every year a growing number of 
clients buy into the farm market for 
their general products as well as for 
their more specialized farm and rural 
items. With the emergence of tele- 
vision, the buying pace in many cases 
is beginning to equal that shown in 
radio for the past three decades. 

The number of tv markets, of 
course, is necessarily smaller than the 
number for radio. At this point, ac- 
cording to the USDA, there are 1,472 
radio and 165 tv stations carrying 
news specifically aimed at interesting 
the farmer. Layne Beaty, in the new- 
ly issued 1960 Yearbook of Agricul- 
ture ("Power to Produce," available 
from the Superintendent of Docu- 
ments, Washington 25, D. C, for 
$2.25), estimates that television 
reaches 73% of all farm homes, ra- 
dio, more than 98% of these homes. 


TELEVISION, a growing factor in marketing-media plans of buyers, reaches into 73% of all 
farm homes. Handling this commercial for Swift livestock feed supplements is "Cotton" Joe 
Smith, KGNC-TV, Amarillo, Texas. National NATRFD includes 59 tv stations in 29 states 

RADIO reaches 98% of all farm homes. 
Typical remote shows Jim Rutherford (I), 
pres., Kansas City Livestock Exchange, inter- 
viewed by George Stephens, farm director, 
KCMO, Kansas City, for Midwest feature 


No other national or local adver- 
tising media can begin to match this 
kind of quantity circulation. And, 
say broadcast proponents, other farm 
media can't match the other advan- 
tages of tv and radio: immediacy, 
flexibility, persuasiveness, mobility 
and — perhaps most important — the 
personal influence and effectiveness of 
the station farm director. 

The farm director occupies a 
unique niche in the realm of broad- 
cast and of personal selling. He has 
been or is a practicing farmer; he is 
well respected and influential in his 
community; he takes personal inter- 
est in advertising messages and de- 
livers live commercials enthusiasti- 
cally and emphatically (almost al- 
ways after screening products and 
claims). He's known nationally as an 
RFD, initials taken from the familiar 

R(ural) F(ree) D(elivery) phrase 
and from the old Radio Farm Direc- 
tors national organization. Today, 
the group is known as the National 
Assn. of Television and Radio Farm 
Directors (for separate story on this 
group, see page 40). 

Probably the most important role 
of this farm director is as a profes- 
sional in agribusiness, the new term 
applied to the business of agriculture. 
Today's farmer is a businessman, and 
— in line with the national trend in 
other occupations — the farm busi- 
nesses which survive are getting big- 

The number of farms is declining. 
Today they number about four mil- 
lion in comparison with six and one- 
half million at the end of World War 
I. But because the land mass for 
farming remains constant — about one 

billion acres — this means the individ- 
ual farm is getting bigger. And it 
means the fanner's material growth 
and expenditure are expanding. The 
farmer who formerly used one har- 
vester now needs three; the one who 
rented a cotton picker now buys one. 

Today's average farm investment is 
$43,723, with farmers adding an av- 
erage of $1,000 annually to their 
capital investment. Farmers' assets 
have risen to a peak of $208 billion, 
and almost 90% of this (88%) is 
debt-free. Gross income for farmers 
last year from all sources totaled 
$46.3 billion, with a projected aver- 
age for the next five years of $50 
billion annually. 

Thus farming is big business in 
every sense of the word — and a grow- 
ing business. Analysis of the chart on 
page 44 will indicate the value per 


I , i J. value per farm in 
5. liureau 
- 1 on ill-- latest 1959 
i( ulture. Data for all 
i are no! jrel completed.) 
Other <liart« adjacent to the one 
died above (ho* trenda in ownership 
..f heav] equipment and home appli- 
u well as the predominant 
• commercial farms on a state- 
The trenda emerging show: 

• \ greater penetration of equip- 
ment ownership on such items as tele- 
phones, home freezers and cars even 
though the number of farms is dwin- 

• \ higher value on land and on 
farm buildings. 

• Diversification of farm produce 
■pei dairies with a marked concentra- 

tion, however, on one type of farming 
(such as livestock, fruit-nut, etc.!. 

Because of the many local and re- 
difierences in the products pro- 
duced by farms, radio and tv have 
distinct advantages in matching their 
flexibility and professional farm staffs 
to the community need. A tobacco 
grower's farm problems are vastly- 
different from those of lumbermen in 
the Pacific Northwest. And a sow 
breeder in the South has no interest 
in what Holstein breeders in the West 
are doing. 

These regional variations create 
marketing complexities for advertis- 
ers, and for development of their sta- 
tion line-ups. A general advertiser of 
fencing material, for example, can 
use a broad-sweep approach to media 
selection and copy content because 
most farmers need fencing. But the 

producer of a poultry feed supple- 
ment must narrow his marketing tar- 
get to those areas from which the 
greatest number of chickens are pro- 

There are several regional farm 
groups of stations geared to meet the 
problems of isolating markets and 
sighting the specific farm targets. 
And station representatives, of course, 
cooperate in this kind of pin-pointed 
announcement slotting on a spot ba- 

The four wired radio networks 
adapt to these advertiser needs in 
splintering off regional networks from 
the basic network Une-up. 

The largest farm radio network in 
the country is that of the Keystone 
Broadcasting System, which head- 
quarters in Chicago and has 884 affi- 
(Please turn to page 60) 



Calif., heads natio 

ES roadcast's most cohesive group of 
communicators is the National Assn. 
of Television and Radio Farm Direc- 
tors — the famed RFDs — who number 
almost 200 active farm specialists 
working at 59 tv stations in 29 states 
and at 135 radio stations in 35 states. 

These men have been or are work- 
ing farmers who know the character- 
istics of the land and its farming 
people in each section of the U. S. 
That's why they're in demand by na- 
tional, regional and local advertisers 
to handle client advertising. This is 
usually done on a "live" basis be- 
cause the product or service gets the 
additional psychological and sales 
value of being tacitly or overtly en- 
dorsed by a neighbor for whom farm 
people have personal and business 

The president of this group is 
Wally Erickson, RFD at KFRE, Fres- 
no. Calif., who comments the associa- 
tion is making moves "to keep up 
with the dramatic change in agricul- 
ture itself." Among these moves: 

1. Altered approaches to meeting 
community needs. "In many areas 
where farming districts are bordered 
by heavy urban populations, TRFDs 
are including program segments de- 
signed for the city audience. They 

give consumer tips, gardening hints 
and interpretation of agricultural 
news for city dwellers," says Erick- 

2. Increased sales promotion ef- 
forts. Bob Nance of WMT, Cedar 
Rapids, la., heads a committee which 
reports commercial successes in farm 
broadcast media to agencies and ad- 
vertisers. Says Erickson : "This effort 
has paid off in many new sponsors, 
and we expect to accelerate this drive 
in the year ahead." 

3. Expanded membership. The or- 
ganization now numbers 624 mem- 
bers in various categories. .Among 
them are many active and associate 
members from government and edu- 
cational institutions, commercial and 
manufacturing firms, advertising 
agencies, station rep firms, networks 
and farm organizations. 

Erickson. in a recent speech before 
the National Agricultural Chemicals 
Assn., made several strong points 
which he is expected to re-stress at 
the upcoming annual NATRFD con- 
vention in Chicago on 28 November. 
Pointing out that the farmer occupies 
most of the livable land mass of the 
country yet represents "less than 10°c 
of the total population." he called 
(Please turn to page 62 i 



Why International 
Harvester uses radio 

^ Long-time farm radio account continues in broad 
sweep effort of sponsoring RFD's throughout country 

^ It likes the pluses of personal identification and 
basic understanding of farmers' problems in each area 


| he farm equipment division of 
International Harvester Co., for more 
than 25 years one of the most con- 
sistent, substantial users of radio, cur- 
rently invests about one-fourth of its 
total advertising budget in this ad 
medium (sponsor estimate, about 

This IH division, through its Chi- 
cago agency, Aubrey, Finlay, Marley 
& Hodgson, has had 52-week cam- 
paigns running concurrently in as 
many as 151 RFD (Radio Farm Di- 
rector) markets. (This client-agency 
relationship is one of the oldest on 
record, IH having been in the shop 
I 1 for 37 years, a year after James T. 

!• Aubrey founded the agency as Au- 
: brey & Moore, Inc. in 1923.) 
The bulk of Harvester's farm radio 
i budget is devoted to programs using 
\ the radio farm director's franchise 
with the listening public. Less than 

LOCAL-LEVEL INFLUENCE, key to success of International Harvester's use of the local 
Radio Farm Director, is discussed by (I to r) J. I. Pettit, IH sup., farm eqpt. adv.; Jim Hill, 
assoc. RFD, WCCO, Mnpls.; Don McSuiness, v.p., farm grp. sup. at AFM&H agency, Chicago 

five percent of IH programing is han- 
dled by other than RFD's. These are 
usually news and weather strips in 
markets where "satisfactory RFD's 
are not available," says an agency 

Harvester's methods of using radio 
have ranged through the years from 
sponsorship of 15-minute news strips 
in the 1930s to short flight participa- 
tions in farm programs at peak sales 

Because of the number of products 
in the IH farm equipment line, the 
marketing problem is complex. It is 
further compounded by geographical 
and seasonal agricultural factors. 

• IH sells 219 types of basic mod- 
els, not counting variations and at- 
tachments, or the 23 basic tractor 

• Geographically, there are eight 
major agricultural areas, each requir- 
ing different kinds of machinery, plus 

DIXON HARPER, farm pro at Aubrey, Fin 
lay, Marley & Hodgson agency, Chicago 

many smaller areas that need minor 
equipment variations. 

• Seasonally, the different farm 
operations carried out through the 
nation vary all across the calendar. 

Harvester's strategy for meeting 
this intricate marketing situation in- 
volves the use of various devices to 
reach prospects for farm equipment. 
These include: national, regional and 
state farm magazines, direct mail, 
outdoor, radio, tv, newspapers, in- 
store posters, catalogues and field 

But RFD's are the bulwark of IH 
advertising. According to D. C. El- 
liott, manager of farm equipment 
consumer relations for IH, "It would 
be difficult to conceive a complete 
marketing program for farm equip- 
ment without RFD radio. IH buys 
more than time. We buy influence 
when we buy Radio Farm Directors' 

At the agency, the bulk of IH's 
farm equipment division account is 
handled by Dixon L. Harper, radio 
farm director for AFM&H. Harper, 
who has been with the agency for five 
years, has come up the RFD route all 
the way. He worked as RFD at 
WIOU, Kokomo, Ind., and WLS, Chi- 
cago. Speaking of Harvester's radio 
strategy, he says, "The RFD person- 
alizes the sales message that may 
have gained exposure via other me- 
dia. Frequency of impression is ac- 
complished by reflecting the same 
product copy themes on radio as are 
featured in print." 

Through the years, Harvester's 

farm equipment division has changed 

its marketing strategy to keep up with 

(Please turn to page 62) 



Why Massey-Ferguson uses net tv 

^ Chicago machinery account typifies growing trend 
ol national clients to use tv as demonstration medium 

^ This account likes to reach city folks as well as 
fanners, even though its product line is solely rural 



In 1912 when the FCC issued its 
famous "blue book" recommending 
(among other requisites for station 
license renewals) the establishment 
■ .I strong farm departments and the 
use of radio farm directors, farm 
broadcast ud\ertising acquired its 
firsl prominence and stature. 

Their vehicle: Today on the Farm, a 
weeklj half-hour on Saturday (7 a.m. 
clock time) , over NBC TV. 

The show, live from Chicago, pre- 
miered on 1 October in an atmos- 
phere rife with cynical comment from 
other sectors of the farm advertising 
fraternity. Foremost among these 
were such skeptical queries as: 

• Why use network tv to reach the 


THE VEHICLE: "Today on the farm," aired Saturdays 
at 7 a.m. in each locality on more than 120 NBC tv 
stations. Popular singer Eddie Arnold hosts a format 
including farm and general news, women's features 

THE ADVERTISING GOALS: To reach the farmer and 
his wife on behalf of company's tractors and com- 
bines with a 52-week campaign estimated to cost 
more than $2 million-a farm advertising innovation 

This year ma) mark the latest sig- 
nificant milestone in farm broadcast- 
tnajor network tv programing 
for the farmer. 

Instigators of this new farm adver- 

concepl ,nc \lu-~r\ -Ferguson, 

world's largest manufacturer of trac- 

d self-propelled combines, the 

network sponsor, and its agency, 

by, ( hicago. 

specialized farm market which is 
highly diversified both geographical- 
ly and seasonally? 

• From a dollar point of view, is 
network tv a practical means of 
reaching the shrinking farm market? 

• Will the farm family watch tele- 
vision at 7 a.m. on a Saturday? 

Although Massey-Ferguson and 
NL&B acknowledge their 52-week 

undertaking is a pioneer step in agri- 
cultural advertising, their attitudes 
toward reaching the farmer at the na- 
tional level are optimistic. 

Stanley S. Roberts, Massey's gen- 
eral manager of advertising and sales 
promotion, puts it this way: "We are 
convinced network tv is the right way 
for us. We don't care how others in 
the business might criticize us for 
breaking with tradition." 

Before embarking on the more 
than $2 million network campaign, 
the client and the agency carefully 
planned for their current venture 
from a successfully established base. 

Massey-Ferguson is no newcomer 
to network tv. It has sponsored Red 
Foley's Jubilee, USA (ABC TV) on 
Saturday nights since January, 1959. 
In Canada, too, Massey uses network; 
Don Messer's Jubilee on CBC, a Mon- 
day night show similar in format to 
Jubilee, USA. Although the Jubilee 
shows contain more general audience 
fare than Today on the Farm, they 
are both rural entertainment main- 

"We don't think there is any such 
thing as 'waste circulation' ", Roberts 
says. "Network tv's wide audience has 
made friends for Massey-Ferguson 
with people of all ages and in all 
walks of life. Not all of them are in 
the market for tractors, but they do 
know us, and judging from their re- 
sponses, they like us — they know 
we're good people to do business 
with. Our theory is this: the more 
people we reach — with whom we es- 
tablish empathy— the better for Mas- 
sey-Ferguson in the long run." 

Prior to the start of Massey's first 
network tv last year, NL&B's broad- 
cast facilities department carefully 
plotted station coverage figures 
against the client's sales potential, 
with emphasis on primary dealer lo- 
cations. The same pattern was fol- 
lowed this summer, correlating NBC 
TV affiliates' coverage against Mas- 
sey's current marketing profile. 

A total of 192 stations was includ- 
ed in Massey's original order. By 1 
October, date of the first show, slight- 

SPONSOR • 31 OCTOBER 1960 i?o\ 

ly more than 120 stations had cleared. 
NBC's Today has had some bear- 
ing on Massey's sponsorship of To- 
day on the Farm. An NBC TV sur- 
vey of the Today audience, Monday 
through Friday, indicates that 13% 
of its viewers are farmers. 

But the element of risk involved in 
this farm-network pilgrimage is well 
recognized by the client and the 
agency alike. According to George 
W. Oliver, NL&B v.p. and Massey- 
Ferguson account executive, "Our 
faith in the outcome of Today on the 
Farm is not based primarily on any 
surveys or on any guaranteed audi- 
ence for the 7 a.m. Saturday time 
slot. Although we expect to pick up 
some of the Today audience, we hope 
to build our own substantial follow- 
ing by offering the farmer a new di- 
mension in entertainment and in 
graphic, concise information not pre- 
viously available to him in any other 

Integrated into a variety format, 
and hosted by Eddie Arnold, Today 
on the Farm features Alex Drier pro- 
' viding national, international and po- 
litical news, with Carmelita Pope 
1 covering the woman on the farm. 

Farm flavor is given also by Mai 
| Hanson, a former RFD (WOW, Oma- 
1 ha) who handles farm features via 
! filmed interviews with agricultural 
il experts around the country who dem- 
onstrate the latest techniques and de- 
velopments in crop and livestock 
i progress. 

John Scott Keck, NL&B v.p. and 

j director of tv/radio programing, has 

: this to say of the show. "The prime 

purpose of Today on the Farm is not 

to educate the farmer but to present 

entertainment and authoritative in- 

; formation appealing to the entire 

farm family. Future Farmers of 

America and 4-H activities will be 

highlighted, along with features of 

interest to the farm wife. It is not 

j Massey's intent to duplicate daily 

I farm market reports or to re-hash 

j| last week's news. It does intend to 

! demonstrate up-to-the-minute prog- 

|| ress in all phases of agriculture for 

,|j increased farm production." 

To stimulate enthusiasm and create 
excitement at the regional and branch 
managerial level, a new promotion 
within the Massey-Ferguson organi- 
zation was arranged to announce 
plans for the show. 

A closed circuit telecast originating 
from NBC Chicago in September was 
beamed to 27 regional and branch 
managers. On the set for this "teaser- 
cast" were 27 vacant chairs, each one 
bearing the name of a man in the 
closed circuit audience. Roberts in- 
vited them to Chicago the following 
week to witness "an important event." 
It turned out to be a live preview of 
the show, and a tape was made for 
each manager to take back with him 
for use at district-dealer meetings. 

At the audience level, the show was 
promoted by Eddie Arnold via per- 
sonal appearances on other NBC pro- 
grams, both radio and tv. 

Since determining that network tv 
is the most effective route for them, 
Massey-Ferguson has, of necessity, 
drastically revised its ad budget. 

"We'd like to be able to do some 
farm radio, too, this season," Roberts 
says, "but to accommodate our net- 
work tv commitment, we can't. In 
addition, we've had to dispense with 
such peripheral efforts as theater 
trailers, hand-out literature, P-O-P 
material, sales aids and promotions 
and color movies for dealer use." 

Commercials used on the show are 
of two types, according to Roberts: 

NET TV SHOW sponsored by M-F is Today 
on the Farm via NBC. At left: (I to r) James 
S. Cominos, v.p., tv-rad. prog., NL&B, Cgo; 
Bob Aaron, NBC net day prog, mgr.; Star 
Eddie Arnold; S. S. Roberts, gen. mgr., adv., 
sles. prom., M-F. Above: Women's angles are 
handled by Carmelita Pope. With her, (I to 
r) Ward Dworshalc, M-F mrlctng. dir.; J. A. 
Wiclcizer, M-F gen. sles. mgr.; Sidney Wal- 
lach, M-F ad mgr.; J. S. Keck, v.p., tv-rad, 
prog, dir., NL&B; G. W. Oliver, v.p., NL&B 

"Heart and product." 

Heart commercials dwell on the 
good-life-on-the-farm theme, devoting 
nostalgic emphasis on the heritage of 
the land from generation to genera- 

"To call the heart commercials 'in- 
stitutional' is naive," says Roberts. 
"The best institutional ad is a good 
product ad, and vice versa." 

Product commercials feature some 
dramatic cinegraphic effects of trac- 
tors at work, demonstrating product 
durability, pride of ownership. 

At sponsor press time, Today on 
the Farm is completing its fifth week, 
and Stanley S. Roberts expresses high 
hope for its future: "We fully expect 
our network effort to help us continue 
increasing Massey's share of market 
which has risen steadily for the past 
three years. We attribute much of 
the gain to our previous network ad- 
vertising. And we expect to break 
more patterns as well as create new 
ones — new patterns in farm viewing 
habits. We feel there's no medium 
so dramatic as television, and that 
our audience will be built on this 
premise: The farmer will feel he's 
missing something vital if he doesn't 
watch Today on the Farm." ^ 

! SPONSOR • 31 OCTOBER 1960 


Total farms are dwindling but acreage and value are rising* 

Average age 

Income exceed- 
ing farm prod- 
ucts sold 

I ol. 





$ 55.43 


$ 8.812 

( onn. 








































































































Y. H. 








A. Y. 
































































H ash. 
















M yo. 








e been completed. 




Number of commercial farms in key markets and what they produce* 

Field crops 

(does not include 



general commercial or non 

Fruit-nut Poultry 

commercial farms) 




























































































































N. Y. 







































S. D. 










































•Source: Dept. 

of Commerce, 1959 Census 

it Agriculture. Figure 

of farms reporting. 



Key ates show percent of specially equipped farms is rising* 

■ ■'■,":::::!i::raiiiii!:![iiiii!:':i!:::i;!;: , : , :::! , !J!;:::::i 





























1 9.7/ 




























































































...iKulture. Five equipment items were 

i rams reporting any item, such as tractors, may be 

ttnni. Thus tractors have an 85% saturation in 

of lini., r.. . ] ■n.e mtl number of farms nave declined significantly in 

selected as representative 
down but proportionate 
59 compared with 79 % 
his flve-year period. 

ownership is higher 
in '54 even though 

reporting owner- 
if related to the 
iie actual number 


now more than ever 
Keystone makes sense 
and dollars too 

here's how: 



Keystone has 1115 locally programmed radio stations 
covering 54% of all radio homes in the U.S.A. 

Keystone has 86% coverage of all farm markets in the country. 

Keystone offers plus merchandising tailored to your 
campaign needs at no cost to you. 

Keystone covers Hometown and Rural America at the lowest 

Write for our complete station 
list and our farm market survey. 
They're yours for the asking. 

San Francisco 

57 Post St. 
Sutter 1-7400 



Penobscot Building 
WOodward 2-4505 

Los Angeles 

3142 Wilshire Blvd. 
Dunkirk 3-2910 

New York 

527 Madison Ave. 
Eldorado 5-3720 


111 W. Washington 
State 2-8900 

With more demand for creative personnel, SPONSOR ASKS: 

What makes a good agency tv 


Rollo W. Hunter, ' ■■/». & director of 
it radio, Edwin Wosey, Ruthrauff & Ryan, 
\ if York 
\ ■■.I agencj t\ commercial pro- 
ducer is trustworthy, loyal, helpful, 
friendly, courteous, kind, obedient, 
cheerful, thrifty, brave, clean and 
reverent Outrageous? Let's run 
down the list: 

These unsung paragons have to 

He knows 
copy, has 
spent a better 
part of his 
career behind 
a typewriter 

possess unshakable trustworthiness, 
resisting anything redolent of kick- 
back. They also need fierce loyalty 
to clients, forsaking their buddies in 
production houses and performing 
circles. They have to be helpful, 
friendly, courteous, and kind when